Copenhagen based director William Armstrong is born and raised in Botswana. William specialises in poetic films brimming with detail and emotional performances. William’s career launched in 2013 with a spot for Jaguar that earned Best New Director at the Kinsale Shark Awards and a Young Director Award at the Cannes Lions. The immediate exposure catapulted him into working with some of the world’s biggest brands including Adidas, Mercedes, BMW, Sony and Samsung. William's approach is focused on powerful image-making, stylising reality to find beauty and unusual perspectives in every frame. His work is often categorised as elemental, lyrical and layered. He prides himself on casting and building trust on set. William brings a decade of experience to his work, which creates an easy collaborative environment between creatives, clients and his crews. In the past two years William has crossed into longer form, with two successful short films and the development of a ten-episode narrative TV show currently underway. His screenwriting background is also channelled into his ad work, from copy, to structure, dialogue and VO. William’s recent film earned him Emerging Director Award at the One Screen Film Festival, a gold craft award at Ciclope, and a world premiere at Tribeca Film Festival in New York City, along with credits at several other world-leading film festivals