Director Lucy Hardcastle has joined Jelly for global representation spanning commercials and branded content. This marks her first commercial representation. Prior to connecting with Jelly, she served as creative director at the shop she founded, Lucy Hardcastle Studio.

As an interdisciplinary director working predominantly in CGI, Hardcastle turns out moving image work that focuses on tactility, visual illusions and sensual aesthetics through digital rendered pieces.

Hardcastle has a penchant for telling complex and emotionally resonant stories, most recently for brands and cultural institutions including the V&A, On, Nike, Adidas, London Design Festival, and Chanel. Grounded in hand-made craft, including textiles and glass blowing, Hardcastle has turned out works which highlight tensions between physical and virtual worlds and experiences. Through immersive, sensory experiences, she aims to reconnect the audience with the material world through symbolism and metaphor.

“I believe the power of visual storytelling can change or define a perspective, opinion or association of a brand,” said Hardcastle. “I really enjoy the process of building a potentially new or ‘unseen’ world around a brand or product, as if I’m uncovering something for their audience.”