“Building a production company is an ongoing challenge”

Michael Ahmadzadeh, co-founded global production house electriclime° with his brother, Pabz Alexander, in 2014, with a business and law degree. His passion for brands and advertising developed while working in wine and spirits in Australia, Bahrain, London and Dubai. Before electriclime°, Michael had spent three-and-a-half years as brand manager at Bacardi, achieving a +20% year on year growth for Bacardi rums that outgrew the category and gaining a 2% market share in the domestic rum category.

Michael has overseen projects for major clients such as Kia, Audi, Acer, Snickers, KFC and many more.

ADFEST: Brand manager to co-founder of a production company is quite a leap. How and why did it come about?

Michael Ahmadzadeh: My background in branding and strategy gave me a deep understanding of how storytelling shapes perception. I always had a passion for film, and I realiSed that the most powerful brands in the world weren’t just selling products—they were telling stories. That insight led me to launch electriclimeº, where we focus on creating high-quality, cinematic work for brands that want to engage their audiences on a deeper level. The transition wasn’t a leap so much as a natural evolution—moving from shaping brand narratives to crafting them visually.

ADFEST: What have been the greatest challenges? What has helped you to build success?

Building a production company is an ongoing challenge—navigating shifting budgets, industry trends, and the constant demand for innovation. The biggest test has always been balancing creative ambition with commercial realities. Success has come from staying adaptable, surrounding myself with the right people, and maintaining a global outlook. Having offices across multiple regions has been a key advantage, allowing us to bring different cultural influences into our work while remaining agile in an evolving industry.

ADFEST: If you could pick the five most beautifully crafted films – ever (but outside ADFEST 2025’s eligibility period), what would they be and why?

Michael Ahmadzadeh: The best commercials aren’t just advertisements; they’re cultural moments that push the boundaries of visual storytelling. Here are five that stand out for their craft, originality, and execution:

1.    Guinness, Swim Black, 1998, directed by Jonathan Glazer, Agency: Lowe Lintas. A beautifully shot, atmospheric black-and-white commercial that feels more like a European arthouse film than an ad. Glazer’s visual storytelling makes it timeless.

2.    Panda Cheese, Never Say No to Panda, 2010, directed by Ali Ali, Agency: Advantage Marketing. This campaign is legendary for its humour. The unsettling, deadpan reactions of the panda, paired with its absurdly menacing presence, made this a viral hit that remains unforgettable.

3.    Burberry, Festive, 2020, directed by Ian Pons Jewell, Agency and Production: Riff Raff Films. A surreal, high-energy winter ad that turns a simple street dance into an action-packed, visually poetic spectacle. The seamless transitions and cinematography make it a modern masterpiece.

4.   Peugeot 206, The Sculptor, 2003, directed by Matthijs van Heijningen, created by Giovanni Porro, Agency: Euro RSCG Milan. A brilliant, humorous take on desire and ingenuity. The ad tells the story of a young man in India reshaping his old car into a Peugeot 206, proving that style and aspiration can transcend limitations.

5.   Nike – Nothing Beats a Londoner, 2018, directed by Megaforce, Agency: Wieden+Kennedy London

This ad captures the heartbeat of London’s youth culture through high-energy cinematography, fast-paced editing, and authentic storytelling. Megaforce nailed the balance between humor, personality, and cinematic flair, making this one of Nike’s most iconic campaigns.

Jumeirah Marsa Al Arab, directed by Pabz Alexander, with AKQA. A high-end, cinematic portrayal of luxury that redefines travel and hospitality advertising.+

BETR Sport is Everything, directed by Leigh Powis, alongside ProdCo, The Lift, and Deloitte. A high-intensity sports campaign that won Gold at Ciclope Asia 2024 and CICLOPE Berlin, showcasing breathtaking cinematography and movement.

ADFEST: What do you think are the most valuable advances in production and post in the last few years?

Michael Ahmadzadeh: AI and virtual production have been game-changers, allowing us to create worlds that were previously impossible within commercial timelines and budgets. We’ve embraced these tools to enhance storytelling rather than replace creativity. Our AI-driven approach on Kia EV9 was a great example of that. Also, improvements in remote collaboration tools have made international productions smoother, letting us work seamlessly across multiple time zones and markets without compromising quality.

ADFEST: What do you look for in new directors? What do you think they need to bring to their careers?

Michael Ahmadzadeh: For me, it’s about vision and originality. A great director doesn’t just execute a brief—they elevate it, bringing something unexpected to the table. I look for a strong cinematic eye, an ability to craft emotion through visuals, and a clear sense of identity in their work. The best directors are also collaborators—they know how to lead but also how to listen and evolve.

In today’s industry, I think emerging directors need to build a unique voice while staying adaptable. Commercial filmmaking is fast-paced, and clients are looking for both artistic excellence and efficiency. The directors who thrive are the ones who can balance craft with problem-solving, making the most of the tools at their disposal while staying true to their creative instincts.