Nadira Amrani is a British Algerian director who works across commercials, film and TV. Some directors walk the line between these fields—Nadira turned it into a catwalk. A Forbes’ 30 under 30 in 2022, Nadira has directed commercials for brands including Nike, i-D and Hugo Boss, as well as music videos for some of the UK’s most exciting new artists. Her music video Higher Power for British rapper Avelino was nominated for a UKMVA, and Pressure for Bree Runway won three Creative Circle awards.

Her entry into commercials was a visually stunning film for Nike’s first modest-wear collection. As well as being used online, the film was shown in Nike stores in collaboration with Azeema magazine, engaging with the British Muslim sports community. Her campaign for Hugo Boss representing the LGBTQ+ community was accompanied by a medium format stills campaign, and in 2020 she directed a commercial campaign for Oppo featuring Eddie Redmayne.

Nadira’s first short film, Fly, premiered at the BFI London Film Festival in 2018 as part of the Film London calling scheme. Since then she has directed episodes of the supernatural fantasy Domino Day for the BBC, and the BAFTA nominated, RTS winning Extraordinary, a similarly action-packed comedy drama for Disney+ and Hulu. Her two one-off dramas for Channel 4, Consent and Mincemeat, explore sex, relationships and discrimination. Mincemeat was part of the BAFTA nominated On the Edge series, and was Nadira’s broadcast debut.

Nadira is also an accomplished stills photographer, having shot advertising campaigns for Hugo Boss, Nike and Oppo, as well as photographing album and single artwork for artists like Denai Moore and Japanese House.

Amidst all of these commitments, Nadira’s idea of downtime is developing her debut feature, along with multiple television projects. And yet she still, somehow, manages to fit in the odd bit of scuba diving.