Somesuch developed diverse talent and crafted indelible spots in 2024

Elevating directors and talent from all walks of life, in front or behind the camera, maintained U.K.-based Somesuch’s creative integrity in 2024. After finding its footing in America in 2023, the agency confronted changing social and political tides by sticking to its guns, intentionally investing in diversifying its roster at a time when corporate DEI initiatives came under attack. Becoming more diverse in 2024, with 66% people of color, female and queer representation across its director roster and 80% across in-house staff, Somesuch’s portfolio reflected the makeup and values of its people. See all of Ad Age’s 2025 Agency A-List winners here Striking spots came from directors including Kim Gehrig, who directed a series of blockbusters, from SiriusXM’s “A Life in Sound,” an emotive story of a woman’s life through music created with Uncommon Creative Studio (below), to Nike and Wieden+Kennedy’s “Winning Isn’t for Everyone” Olympic campaign and Apple’s “Find Your Friends.” Tajana Tokyo opened for Tim Cook at Apple’s “It’s Glowtime” keynote with “Something to Celebrate,” a heartwarming TBWA\Media Arts Lab film dedicated to the everyday user of Apple’s accessibility features. Meanwhile, directing collective King She made an innovative collection of ads for Spotify Wrapped before directing “It Takes More,” an emotional, two-part campaign for Powerade for the Olympics and Ogilvy New York starring Katie Grimes and Sha’Carri Richardson. Somesuch also continued its longstanding partnership with Apple Music, as Stuart McIntyre directed the trailer for Usher’s Super Bowl LVIII halftime performance, featuring an ensemble of Americans throughout the years performing his hit “Yeah!” in different ways. Additionally, the directing duo Cliqua directed projects in diverse genres beyond advertising, including the music video for The Weeknd’s “Popular” featuring Playboi Carti and Madonna, which premiered on Fortnite, and Apple’s “Suerte!”, a surrealist short film paying tribute to Música Mexicana, shot entirely on iPhone 15 Pro and starring music artist Iván Cornejo. New talent brought into the fold, including directors Dan Emmerson and Dan Streit, had breakout years, working on projects for Nike, Expedia, Adidas and more. Founding partners Tim Nash and Sally Campbell said Somesuch had to remain true to its mission of developing and investing in talent. “It’s easy for directors to have a two-year career, but we want them to have 10-, 15-year careers, so we build really carefully. We don’t overexpose directors,” said Nash, adding that Somesuch gives them room to explore passions as well, including feature films and pieces of writing published in a bespoke book called “Somesuch Stories.” “We [also] develop [talent] in America,” said Campbell, noting that in doing so, the company has gone against naysayers who say it’s too expensive to do so there. “We’ve got great relationships with people in agencies over here, and we can give them a call and say, ‘Hey, [this director] is great, you need to look at her, she’s going to be the next big thing.’ And they trust us.” “Whether they’re still with Somesuch or not, we have brought up a lot of the next best things in the industry,” Campbell said. See all of Ad Age’s 2025 Agency A-List winners here

Somesuch developed diverse talent and crafted indelible spots in 2024

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