Biscuit Filmworks has added Freddie Waters to its directing roster for global representation.

A born-and-bred Londoner, Waters began his career by hosting comedy nights that featured some of the U.K.’s then up-and-coming acts, now household names like John Bishop and Jack Whitehall. Over the last few years, he has honed his ability to extract dynamic comedic performances from a wide range of celebrities, including Harry Styles, and athletes such as Thierry Henry, Peter Crouch, and Eric Cantona. Waters has gained a reputation for crafting cinematic, performance-led films. Prior to joining Biscuit, he was most recently repped by production house Somesuch.

Waters’ campaign work for brands like CrossCountry Trains, DASH Water, McDonald’s, Sports Direct, Paddy Power, Nike, and Adidas highlights his skill at observational character-led storytelling. He has also directed TV such as BBC Three’s Peacock and helmed Waiting for Comedy Central, a series starring Ryan Sampson and Harriet Webb. Waters has screened films at BAFTA- and Oscar-qualifying festivals, including Lugar, a short written by Freddy Syborn (Sex Education, Killing Eve 2) and starring Jack Whitehall and Lolly Adefope.

“I was instantly drawn to Freddie’s relentless ambition to get the best out of actors and move between genres,” said Rupert Reynolds-MacLean, managing director, Biscuit Filmworks UK. “He’s a phenomenally talented director with outstanding instincts.”

Waters said, “From the outside, it’s hard to dispute that Biscuit is making most of the best work. Then you get inside and meet Shawn [Lacy, co-founder/managing director], Rupert, and everyone there, and not only does it make sense, but you want in even more.”