Alex Haines can now add tantrum to his eclectic CV after joining them for commercial representation.
The Gloucestershire-born director has previously enjoyed stints as a fisherman, a labourer, and a personal assistant, among other things. This gives Haines a distinctive frame of reference, as well as a confident, practical approach.
He's put this to good use for numerous brands over the years, including Asian cuisine specialists Blue Dragon. Thanks to a strong sense of place and tactile photography, Haines helps to underline the idea that their range is for people who take their nosh seriously.
Haines can also handle scripts with a strong dramatic component. This command of tone is evident in his 2019 ad for the Salvation Army, which draws attention to the plight of modern slaves through a series of uncomfortable - almost confrontational - vignettes. Below, Haines teases out the pain of those hiding in plain sight.
Such work made tantrum's Will Waters and Stuart Wrigglesworth sit up and take notice, and they think more advertisers will do the same now. While Haines prepares for his tantrum debut, check out his recent depiction of wellness for Lipton tea products.