Florence Poppy Deary has joined Biscuit Filmworks’ U.K. directing roster for her first career commercial representation. Deary is an award-winning writer, animator, and director working in film and commercials. Inspired by human nuance and universal truths, she seeks to capture life’s bizarre realities through her acerbic, observational animations and live-action projects.
An emerging British comedy director, Deary began her career as a creative, working at Mother London and Wieden+Kennedy London. She quickly gained attention for her clever storytelling, creating award-winning work for Nike, Sainsbury’s, TKMaxx, Diet Coke, Three, QuickBooks, and more. Her simple, compelling ideas captivate audiences with the weird, yet uncomfortably familiar; and her precision of craft is clearly exemplified in her latest short film, S.O.S… But Don’t Worry If Not, produced by Biscuit in partnership with Wieden+Kennedy London. The short is an official selection at Slick Films Fund, Cannes Short Film Festival, Hollywood Shortsfest, and the LOCO London Comedy Film Festival 2025, a BAFTA qualifying event. As a director, she has already helmed spots for Hilton Hotels.
Whatever form it takes, Deary’s work reflects her determination and fascination with making her audience laugh. Her short film Is This A Good Time won three Golds at the Kinsale Shark Short Film Awards last year for Best Animated Short, Best Short Short, and Best Writing. Kinsale praised it as a film that “harks to a universal insight within us all” and described it as “a brilliant one-woman band production and a worthy winner.”
“It’s so important to surround yourself with people who inspire and intimidate,” said Deary. “That’s how I push myself, that’s how I grow. Biscuit is full of those kinds of people: Steve Rogers, Andreas Nilsson, and of course, my incredible mentor Jeff Low, to name just a few. Biscuit has always stood out to me as a deadly organization. Deadly in the best possible way. The smartest people, making the best work, and being nice while they do it! I’m beyond thrilled to be joining the line-up. Can’t wait to dig in.”
Rupert Reynolds-McLean, managing director of Biscuit Filmworks UK, said, “We have worked with Florence for a few years as a creative and the last year as a director. The timing of this is absolutely right. She is such a talented director and writer, everything about Flo officially joining now was a no-brainer. She is an exceptional comedic talent with infinite possibilities on how far she can go.”
