3. Tarsem, Radical Media, London

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Tarsem, a graduate of the Art Center in Pasadena, started in music video and made his name with REM's "Losing My Religion" clip. He's been a significant international commercials director since 1992, when he made a huge splash with Levi's "Swimmer." Known for his attention to detail, stunning art direction, and storytelling abilities, his best-known work includes Nike's "Good vs. Evil,", awarded the Palme d'Or at Cannes in 1996, as well as Superga's "The Challenge" and Levi's "Washroom."

Tarsem believes that while there should be a "common thread" running through his reel, he would like agencies to think that "it contains work that has been done by 10 different directors." He continues: "My focus is flexibility; I don't want agencies to be able to concentrate on what I like to do, but to set me a challenge by giving me something completely different from what I've done previously."

He made his feature film debut in 2000 with the psychological thriller The Cell, which proved to be a commercial success, and has since produced commercials for clients such as Renault, McDonald's, Pepsi, Nike, HSBC, Orange and Mountain Dew.

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