Biscuit Filmworks director James Rouse has died at the age of 56. 

Rouse directed ads for the likes of Trojan, Volkswagen and Marmite. His 2013 Christmas spot for Harvey Nichols “Sorry, I spent it on myself” by Adam & Eve/DDB won the Grand Prix for Film at Cannes Lions International Festival of Creativity the following year.

He started his career in advertising when he enrolled in the School of Creative Arts, and later took on copywriting and art directing in the agency world. He told Campaign in a 2014 interview that the birth of his son drove him to find something he was passionate about. This is when Rouse started his career as a director. 

Prior to his time at Biscuit Filmworks, the director also spent time at Outsider. Shawn Lacy and Rupert Reynolds-MacLean, managing directors of Biscuit Filmworks, wrote on LinkedIn: “He was an incredibly giving person who always wanted to help young people trying to get into the industry; it was important to him that those coming through were supported and heard.”

They added: “James was one of the most wonderful people either of us have ever known, and we speak for everyone at Biscuit when we say that we were all honoured to have been his friend.”

Their full tribute to Rouse, who died on 24 January, can be read below alongside other industry figures who worked with the director throughout his career. 

Our friend and colleague James Rouse passed away on Saturday the 24th of January 2026, at the age of just 56. It provides some comfort to know that he died peacefully and was surrounded by his loving family. He is survived by his wife Lidia and their two children, Luciana and Maximilian. 

Those of us lucky enough to have known and worked with James can point to a shared experience of his kindness and generosity. He was an incredibly giving person who always wanted to help young people trying to get into the industry; it was important to him that those coming through were supported and heard. Even after he was diagnosed with cancer in late 2024, he wanted to support young and aspiring directors and extended that generosity to the production team at Biscuit. He offered to give notes on scripts, films and treatments, and those who took him up on the offer were extremely grateful for his help.

The outpouring of love for him from producers, creatives, crew and other directors who were helped by him early in their careers has been overwhelming. They speak of his humility and his determination to ensure that everyone was heard and appreciated. He had time for everyone who came into his life. As could be seen in if you were ever in any of his long and thorough........

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