"There have been a few changes here at Armoury as I have now taken over as MD, so it really felt like the right time to stop talking and join forces with Lemonade"
Lemonade has announced the addition of creatively-led production studio, Armoury
. Armoury describes itself as a close family of award-winning film and commercial directors, creatives and producers. The secret to Armoury’s success lies in the powerful coalition between its high-end roster and experienced production team. Together, they create dynamic and engaging work that delivers explosive results, whilst having a strong understanding of brands.
Lemonade spoke to Armoury’s new managing director, Matt Hitchens, about joining Lemonade: “I am really pleased to be working with Lemonade. We have actually been talking about working together for a while and now the time seemed right. There have been a few changes here at Armoury as I have now taken over as MD, so it really felt like the right time to stop talking and join forces with Lemonade. They are a great team and while it's been a really tough year for us all I am feeling very positive about 2021.”
“Armoury has an amazing roster of directors,” added Corin West, Lemonade’s MD. “Matt's been curating the roster for a number of years now and they have the likes of Jack Laurance, Will Williamson and Sundance winner Jessica Sanders leading the charge on their documentary offering; they also have a killer comedy lineup with Cris Mudge, Simon Levine and the remarkable talent that is Jim Field Smith. Where I'm really excited to be involved with Armoury is representing major breakthrough talents like Otis Dominique, and the discovery and development of new talents like Mr Yanky and a few more to announce early next year. The industry needs UK based directors, awesome fresh talent and experienced production... Welcome Armoury!”
You can check out Armoury’s latest Christmas spot ‘Snowflake’ directed by Jack Laurance here