Helen Hughes has been promoted to head of advertising at Framestore in London. She has been an integral part of Framestore’s production department since 2010, leading a growing team of producers across the studio’s core VFX artistry. She has had a hand in turning out major campaigns as well as a string of iconic James Bond title sequences.

The creation of the head of advertising role speaks to Framestore’s heritage in crafting commercial work, in tandem with its film division, a new television team and a wealth of digital content spanning dark rides, mixed realities and experiential installations. Hughes continues to report to Helen Stanley, managing director, and Lottie Cooper, deputy managing director, as part of the global management team overseeing the outputs of Framestore’s expanding advertising and content divisions.

Hughes is supported in her new role by the appointment of Jordi Bares and Ben Cronin as creative directors in advertising. Bares joined the company from Glassworks in May 2017, bringing with him a vibrant heritage in VFX and architecture, and a portfolio of groundbreaking commercial hits. Cronin joins the advertising leadership team from within Framestore, having risen through the ranks from junior to VFX supervisor during his tenure at the company. His experience leading and mentoring large VFX teams on headline projects for the likes of Sky, Sainsbury’s and Pepsi, will carry forth into his new role.