Production company Florence welcomes London-based director TARAN to its U.S. roster, adding a distinctive new voice to its growing lineup of filmmakers tapped into the pulse of contemporary culture. Coming up through the UK music scene, where he helped architect the visual language around a new generation of UK rap and drill, TARAN brings an energetic, instinctive approach to filmmaking, drawing on the worlds of music, fashion, and youth culture to create work that feels cinematic and unmistakably of the moment.
TARAN has built an increasingly international portfolio across advertising, fashion and music, with commercial work spanning films for brands like Adidas, Amazon Prime, sloggi, Everlast, Palm Angels and Wingstop. Standouts include the fast-paced, visually kinetic Adidas x Amazon campaign, Everlast x Palm Angels, which marries the raw athleticism of Everlast with Palm Angels’ streetwise edge, and Kiss Xtra x Mentos’ ‘Corner Shop Drop,’ a stylized music series spotlighting emerging artists. His roots in the UK music scene remain a throughline in his work, including M1llionz’s ‘Lagga,’ for which TARAN took a grittier, cinematic approach, filming on location in Nairobi and working with the local community to create a visceral meeting point between the rapper’s Birmingham roots and the energy of the Kenyan capital. His work has earned industry recognition along the way, including a 2025 Young Arrows shortlist for Best New Unsigned Director and a MOBO Video of the Year win in 2021.
TARAN’s path behind the camera has been decidedly self-made. With no formal entry point into the industry, he began shooting and producing his own projects, assembling crews, and building the infrastructure needed to realize increasingly ambitious ideas. It was an education in making things happen rather than waiting for permission, and one that ultimately extended beyond film: TARAN later launched an e-commerce company recognized by Forbes 30 Under 30 Europe in 2025. That entrepreneurial streak remains central to the way he works today, pairing creative ambition with the ability to turn an idea into something tangible yet highly polished.
“TARAN represents exactly the kind of director we want to build with at Florence,” says Florence Founder Jerad Anderson. “There’s an audacity to the way he approaches the work, backed by instinct, resourcefulness and an understanding of culture that can’t be manufactured. He’s already built a distinct voice entirely on his own terms, and we’re excited to see him take bold ideas even further at Florence.”
Of the signing, TARAN says: “Florence and I share a similar ambition for the work - culturally grounded, bold, and unafraid to push things. What really stood out was their commitment to backing directors with a distinct point of view and helping amplify that voice. From my first conversations with Romy and Jerad, there was a real sense that they understood the kind of director I am and, more importantly, the kind of director I want to become. There’s an audacity to how they think about building careers, but also a genuine commitment to supporting culturally rooted filmmakers for the long term. That combination felt very aligned with me.”
