When Ad Age interviewed Jeff Labbe in its special directors report in 2009, he told the world that the best lessons he’d learned about directing were, “Remain fearless and get dirty”.

Labbe’s fearlessness and epic storytelling has been making memorable commercials for big brands like Adidas, Boots, Volkswagen, Heinz, KFC and HSBC ever since.

And now he’s intending to wow clients in Asia, Australia and New Zealand as a Sweet Shop director.

Labbe began his career as an agency creative on the west coast of America, working with Wieden + Kennedy, Leo Burnett and TBWA/Chiat/Day, and winning awards for his campaigns, including Nike Beautiful and Fox Sports Beware of things made in October.

In his first year as a director, he won several Gold Lions at Cannes, Pencils at D&AD, British Arrows, APA Crystals and almost every other award available for Levis Secrets and Lies:

…and the shocking Barnardos Break The Cycle for BBH, that helped its campaign, Believe In Children, to became one of the top five most awarded campaigns in the world.

Paul Prince, chief executive officer and founding partner at The Sweet Shop said, “Jeff’s reel displays multiple hats of cinematic, epic storytelling and emotion. His award-winning work expresses big ideas as simple human truths, touching audiences and capturing the spirit of contemporary society and culture. I’m hugely excited that he’s chosen to join The Sweet Shop for representation across Australasia and I can’t wait to see what we create together.”

Labbe added, “I’m thrilled to be jumping into fresh markets. Paul, Wilf, Fiona and Daniel are overflowing with experience of craft. The trust, respect and friendship I have with this team makes me feel that absolutely anything is possible.”