LONDON — Don’t Cry Wolf is expanding the creative services it offers to clients with the formation of a new film unit, DCW Productions, and the appointment of director Simon Ross as head of film.

Award-winning filmmaker and commercials director Ross has produced films for brands including BMW, BT, P&O, Virgin, Wagamama, Oxfam and Barclaycard. In his new role, he will be working with a team of creatives “to “ensure every video we produce for our clients tells the right story and does it with the style, wit and panache of the movies.”

The creative team is already working on a project for new client Tangle Teezer, and has produced films for fintech N26 to help make the world of banking less scary.

Ross said: “I love working with the team at Don’t Cry Wolf and I'm excited to help them produce films which viewers won’t skip straight past. Most of the video content produced by the comms industry is instantly forgettable or worse, makes people dislike the brand. I’m determined to change this and bring the quality audiences expect from feature films to every single video we create.”

Don’t Cry Wolf managing director Sara Collinge added: “It's about time that we, as an industry, believed in ourselves enough to deliver quality content at the level of top creative agencies. The only way to do it properly is to invest in the right areas and bring in the right experts. That’s why Simon is the perfect fit for DCW Productions. I can’t wait until I’m sitting back with a bucket of popcorn watching a smashing film that we’ve created in-house for one of our clients.”