Following the release of his acclaimed video for Stay Flee Get Lizzy X Lancey Foux X SL's Simple, Greatcoat Films have announced the addition of its director Sau Ali to the company's roster of directors.

The London-born director, brings experience from the commercial and music video world, and comes with a mission to bring epic storytelling to the small screen. Ali grew up in Newham, East London and studied Film Production at Ravensbourne before launching himself into the industry with music videos for artists including Henny Knightz and Raptum, as well as branded content for Samsung, New Balance and Vice.

He has spent the last six months developing his portfolio as part of Greatcoat Films’ new initiative supporting young directors, and now joins the permanent roster alongside Gemma Yin, Dir. Lx and Shan Phearon, among others. His work incorporates layered narratives and cinematic visuals, aiming for an immersive approach he describes as ‘exploded existentialism’ - partly inspired by a childhood love of glossy car ads - with the objective of bringing big scale storytelling back to the small screen.

“It’s great to be joining Greatcoat, a place that puts ingenuity first and and promotes creative expansion," says Ali. "This will be a great place for me to create more immersive and disruptive visual stories and be supported by the team whilst doing so. I’m looking forward to the journey.”

Greatcoat founder and MD Simon Oxley adds: “Sau is a hugely talented director, who brings enormous amounts of energy, intelligence and enthusiasm to every single job. He’s the first person we’ve signed to the roster from our new directors initiative, which is an opportunity for us to find and nurture fresh filmmaking talent. We hope to support many more newcomer directors in their journeys into the industry.”

• Watch Sa Ali's showreel at Greatcoat Films here