The Directors Directing Football Superstars and The Rise of AI with Dan Henshaw
Date: 21/07/2025
Location: The Board of Directors Production Company, Dallas, USA
Dan Henshaw has made a name for himself with bold, authentic storytelling for lifestyle brands like adidas, Aries x Umbro, and New Balance. His background includes music videos and music-driven short films, influenced early on by skate videos, street style, cinema, and British humour. Working with football legends such as David Beckham helped shape his unique style—a blend of performance and playful mischief. Whether it’s celebrities or musicians for Amazon's live show ‘CURVED’, Dan’s approachable style and visual sense have earned him trust across brands and artists.
Upcoming Projects
Now represented by The Board of Directors in the US, Dan looks forward to fresh opportunities, especially shooting stateside. Despite being UK-based, he enjoys working across the pond and is currently engaged with Amazon Music, directing live music content in London. This marks a return to his roots, reconnecting with labels and artists after years focused on advertising.
Excitement in Advertising
Dan finds the rise of AI both fascinating and unsettling. While he uses it for research and treatment development, he hasn't integrated AI into the filmmaking process yet. He recognizes the inevitability of AI but remains cautious about its impact.
Script Elements That Inspire
He’s drawn to scripts with a clear core idea that allow room for creative interpretation, especially those achievable with practical effects rather than heavy CGI. Scripts that don’t take themselves too seriously, infused with levity, always catch his attention.
Approach to Creating Treatments
Dan starts with image references and moodboards to define the world the spot will inhabit. His process often takes him to unexpected creative places. Working late into the night with Amen Dunes playing and a glass of pinot noir close by helps fuel his creativity.
Key Working Relationships
While filmmaking is collaborative, the producer stands out as the most crucial partner. When challenges arise, having a producer who shares the creative vision and supports the director beyond just budget concerns is vital. The best producers feel like partners in crime, especially when directing can feel isolating.
Passion in Work
Dan is passionate about both gritty realism and surreal, magical moments. He enjoys films that turn everyday life upside down and bring an unexpected twist to the familiar.
Common Misconceptions
Despite his many football ads, Dan resists being labeled solely as a sports director. That niche came about more by chance than design. He’s eager to explore more fashion and lifestyle projects and work with actors rather than only celebrities or athletes.
Production Challenges
One of the biggest challenges in sports ads is the limited time with star talent. Dan has learned to maximize brief windows with icons like David Beckham or Raheem Sterling, using body doubles for non-face shots and minimizing dialogue to keep things efficient.
Balancing Collaboration
Mutual trust with agency creatives makes balancing collaboration and protecting the original idea manageable. Constant dialogue and clear communication about creative choices are key. Dan advises choosing battles wisely—know which creative decisions are worth defending.
Diversity in Production
Dan supports expanding opportunities to a broader, more diverse pool of talent. London has made significant progress, and he welcomes mentoring and apprenticeships on set, though he modestly questions his own suitability as a mentor.
Formats and Technology
With audiences viewing work on various devices, Dan now consciously considers formats like 1:1 and 9:16, especially given mobile viewing habits. While these ratios used to bother him, he now sees them as another factor to manage thoughtfully during shooting.
Relationship with New Technology
Though wary of AI’s impact, Dan accepts that it’s here to stay and embraces its practical uses cautiously. He also highlights concerns about the environmental cost of AI technologies, calling attention to their high energy consumption.
Signature Works
- Roll Deep - When I’m Ere: Dan’s early co-directed music video that became a cultural reference point in the UK grime and urban music scenes. It’s a frequent topic among music commentators and cultural documentarians.
- Aries x Umbro - Pagans: A low-budget online ad that Dan wrote and directed, representing his authentic voice as a filmmaker. The project grew from months of conversations with Aries’ founder, Sofia Prantera.
- adidas - To Play in Predator: A cinematic montage celebrating 25 years of adidas’ Predator football boots, featuring stars like Beckham and Zidane alongside emerging talents.
- adidas - 25 Years of Predator: A companion piece focused on warmth and humour, capturing football legends on camera with minimal prep time, highlighting Dan’s skill in directing non-actors.
For directors and creatives looking to navigate today’s advertising landscape, Dan’s insights offer a grounded perspective on collaboration, technology, and storytelling. His approach emphasizes clarity, practical creativity, and adapting to new challenges without losing sight of authentic expression.
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