Will Innes Smith

Will Innes Smith is fluent in the secret language of sport. Not the polite handshake variety, the kind whispered in pub corners, etched into schoolbooks, and endlessly debated in group chats. Football and Cricket are his twin obsessions, and he directs with the kind of cultural fluency that only comes from a lifetime spent absorbing the rituals, in-jokes, and emotional chaos of both.

Will’s work spans live action, CGI, and animation, but it’s united by a sharp visual wit and a deep understanding of what makes people, people. Whether capturing the electricity of youth culture, the elegance of fashion, or the absurd glory of grassroots sport, Will brings an unmistakable point of view. He’s worked with enough A-list athletes to populate a fairly intimidating five-a-side, but it’s the fans, the easter eggs, and the moments in between that make his work sing.