PSTH board the Friend ship.

Only Léo Sattin and Théo Gottlieb know what PSTH, the name they direct under, stands for. What we do know is that Friend has signed them for commercials and music videos in the UK.

The two Frenchmen know the industry inside and out (Gottlieb cut his teeth as a cinematographer, while Sattin is a big wheel at Paris agency Socialclub). Together, they direct work that is playful, sharp, thoughtful, and handsome—maybe that's what PSTH stands for after all.

Letters round over, it's time to hear from PSTH/Sattin and Gottlieb: "We met Friend, and right away everything clicked. "It was refreshingly smooth—there was a genuine human and artistic connection, fueled by a shared sense of humour, that made us want to join their crew."

"PSTH bring a visual freshness as well as deep experience of working with clients and brands in a hands-on way."

Luke Jacobs, managing director of Friend.

"We've admired and respected their work for years, so having the chance to collaborate with them feels like a natural and exciting next step," the Frenchmen add. "There's something truly special about connecting with a team whose vision and creativity have inspired us. We're beyond excited to embark on this new adventure in the UK with our new family!"

This is music to the earholes of Friend MD Luke Jacobs, who says: "We're thrilled to get the guys on board. They bring a visual freshness as well as deep experience of working with clients and brands in a hands-on way, which is what's needed in today's world."

You can watch more of PSTH's work here. To discuss a potential project, ring John Rooney on 020 3397 3111 or email john@friendlondon.tv.