Director Daniel Benmayor--who first signed with Sweetshop in 2014 for representation across Asia, the Middle East and North Africa--has extended his relationship with the production company to now include the U.S. for commercials and branded content. He had previously been handled in the American ad market by B-Reel Films (BRF) and prior to that, Anonymous Content.

Benmayor has worked for clients all over the world, including Adidas, Nike, Mini, PlayStation, Coca-Cola Group, Pirelli, Lexus, Mercedes, Nissan, Renault, Vodafone, Orange, Samsung, Repsol, Degree and Mastercard. In addition to his endeavors in the ad arena, He has been active in feature films. Benmayor directed Paintball in 2009, which had its worldwide premiere at the Tribeca Film Festival. In 2010, he directed Bruc, which was also screened on the festival circuit, including at the London and Moscow film fests. His latest movie Tracers, a contemporary action thriller, was released by Lionsgate, shot entirely in New York, and featured Twilight saga star Taylor Lautner.

Born and raised in Barcelona, Spain, Benmayor is drawn to narratives with strong conceptual foundations and looks for storytelling opportunities that allow for emotional performances. He thrives in finding innovative ways of achieving seamlessly choreographed action in his films.

Laura Thoel, managing director and executive producer of Sweetshop’s U.S. operations, said, “I’ve been after Daniel for years, I just wouldn’t stop emailing him as I really covet his work and directing style. He’s an open and creative collaborator and really takes great pride in delivering a wide variety of content unrestricted by style or genre.”

Benmayor said he was drawn to Sweetshop’s management team, the caliber of its work, and the prospect of being “represented by a seamless global production company.”

Sweetshop has offices in Los Angeles, London, Shanghai, Bangkok, Sydney, Melbourne and Auckland.