Dumas Haddad makes a new FRIEND.

28 May 2026

Writer and director Dumas Haddad is now on the books at FRIEND, where he's keen to deliver more of the commercials, music videos, and short films he loves.

Writer and director Dumas Haddad is now on the books at FRIEND. A devoted Londoner, born and bred, Haddad's become a favourite of international talent like Priya Ragu and Anaiis, as well as local talent like Ruff Sqwad and Lola Young. For new Head of Sales Viviana Cerquera, however, it was a 2022 short film that made her a Haddad-head.

"I've been a big fan of Dumas's work for such a long time," Cerquera says. "I still remember going to a screening when I first started out and seeing 'Flowers'—I was completely blown away. I remember thinking, "This guy really knows how to tell a story." The intensity, the emotion, the performances… everything felt so heightened and honest at the same time.

"I really love how things have come full circle and now we're representing him at FRIEND. It feels incredibly exciting, and I can't wait to see what this next chapter brings."

We like to think Tamil-Swiss musician Priya Ragu would send her congratulations. An artist who truly refuses to be pigeonholed, defining her own unique mix of soul, hip-hop, and South Indian music as 'Raguwavy'. This colourful promo for 'Chicken Lemon Rice' provides an appealing gateway to the genre, as Haddad embraces the singer's globally-inclusive approach.

Ragu and co. vibrantly stand out against often muted backdrops, adorned with outfits and accessories which transcend the boundaries of gender or national origin. With eye-catching nods to the artist's Sri Lankan heritage and a celebratory vibe, this promo is sure to bring new fans into the fold - and delight those already on board.

If Dumas Haddad floats your boat, ring Viviana Cerquera on 020 3397 3111 or email viviana@friendlondon.tv.