Sasha Rainbow is a FRIEND indeed.

9 December 2025

'Grafted' director Sasha Rainbow has completed her move to FRIEND, whose founder Luke Jacobs cannot believe he gets to work with the New Zealander at last.

'Grafted' director Sasha Rainbow has completed her move to FRIEND. In the wake of her debut feature—a body horror riff on 'Face/Off' that crawls under your skin and threatens to replace it—New Zealand-born Rainbow has looked high and low for a company on her electric wavelength. Spoiler alert: FRIEND is that very company.

Rainbow says: "FRIEND is all about bold ideas and brave filmmaking—exactly my habitat. And now I get to call it home! I'm thrilled to be part of the mischief, the magic, and whatever wild stories we shape next. I can't wait to create work with bite, beauty, and a pulse you can feel from the back row."

That suits founder Luke Jacobs down to the ground: "I've been such a fan of Sasha for years. She's built quite a formidable reputation and I can't quite believe I get to be working with her. Sasha's EE film was a real standout in the last couple of years and I'm excited for the stories we'll tell together."

That EE spot came out ahead of UEFA Women's Euro 2022. With a graphic depiction of injuries coupled with realistic bone crunching and squelching noises, this is not an piece of work for the faint-hearted. The film captures the problems faced by professional women footballers on the field... as well as the problems they face off the field, like their babies crying in the early hours and periods starting at inconvenient times. One problem that's definitely not a 'woman's problem' though, is sexist hate.

It's great to see the issue identified and addressed for what it is. Too often we see the onus being put on women to report abuse instead of confronting the perpetrators, so addressing men, and encouraging them to become allies against online abuse is an enlightened approach. The great song choice and crisp editing both work skilfully to make this very watchable, and a strong calling card for Rainbow.

Wish to learn more about Sasha Rainbow? Then call John Rooney (john@friendlondon.tv) for commercials or Gina Crighton (gina@friendlondon.tv) for music videos on 020 3397 3111.