New Voices From Poland! Poland’s film scene has long had much more to offer than attractive production conditions. Through a new collaboration, Analog Digital and The Reel Friends are bringing some of the country’s most exciting directorial voices to the DACH market and beyond.
Warsaw-based production company Analog Digital is bringing The Reel Friends’ (TRF) directors’ roster to clients across Germany, Austria and Switzerland. Founded by Milena Gronau-Kozyra and Karola Kowalczyk, TRF is a management and representation agency for directors and DPs. The roster includes talents such as Grajper, Simon Pawlik and Julia Rogowska.
“We are delighted to partner with our longtime friends at TRF to bring this incredible directors’ roster to our client base and beyond,” Tomasz Żmigrodzki, Co-Founder and Executive Producer of Analog Digital, tells GoSee. “We've always admired Milena and Karola's eye for talent, and this collaboration is the best way to give our clients what they’re looking for in today’s overly crowded media landscape – a wave of exciting new voices & perspectives.”
GoSee wanted to know: What makes this new generation of Polish directors particularly interesting right now? Are international clients still coming to Warsaw for budgets – or increasingly for its creative talent? And how important are personal relationships in a production business that is becoming ever faster and more global?
Poland has been an important production destination for international clients for years. But what is happening creatively right now – what makes this generation of Polish directors particularly interesting for the DACH market?
What's happening in Poland right now isn't just about production possibilities, because you're right that as a production destination, we've held that position for many years. What we've noticed is that the current generation of creatives is remarkably skilled at telling stories for an international audience.
It's a generation of directors who grew up with total access to global reference points, but who were also shaped by the distinct Polish film school, and who can tell stories with a distinctly Central European sensibility: a bit more raw, a bit more emotionally direct, less polished and so, in our opinion, simply more real. For DACH clients who are used to a certain visual language, that contrast is exactly what makes it interesting: familiar enough to feel safe and easily translatable to their target viewer, but different enough to feel fresh too.
Poland has always been a dependable execution partner; what we want to show now with our AD x TRF collaboration is that the creative, directorial talent in particular is just as worth exploring and introducing to a wider DACH audience.
What are international and DACH clients currently looking for when they come to Warsaw – is it still primarily production expertise and budgets, or increasingly creative talent and a distinctive visual language?
Honestly, it's shifted. Warsaw used to be the answer when a client needed to stretch a budget without stretching quality, and that's still true: the production infrastructure here is excellent, at prices that remain very competitive with many other European markets.
But increasingly, agencies aren't coming to us just to save money. They're coming because they want a specific eye, a specific voice. Basically, a full creative and production solution from A to Z. Budget efficiency gets you in the door, but what matters more to us over time is that clients are genuinely impressed by what we can offer creatively, and how that gives them the full package, directly at the production 'source,' so to say.
That's also in part the logic behind partnering with TRF: we wanted to combine the best of our production offer while also giving our clients an incredible roster of trusted directorial talent, without having to build one ourselves from the ground up. Building strong relationships with a team like that takes years, and we know The Reel Friends have the best of the best, and are constantly on the lookout for new, promising talent and voices.
The Reel Friends is a rather telling name. You talk a lot about friendship, trust and long-term relationships – in an increasingly global and fast-moving production business, how important is that human side when representing directors today?
That's exactly where we see the main value in partnering with someone like The Reel Friends on a joint roster for the DACH market. In a business that's moving faster, getting more global, and more automated by the year, trust is the thing that doesn't scale easily, which is exactly why it matters more, not less. When we recommend a director to a client, we're putting our own name behind that relationship, and that only works if it's built on genuine trust rather than a transactional roster list.
The name 'The Reel Friends' isn't a gimmick: Milena and Karola have built the agency around exactly that principle, and it's the same philosophy AD operates on. For us, this is about long-term partnerships on both sides, with our clients, and for our creatives, who in turn get the chance to build those same lasting relationships themselves.
With the collaboration, Analog Digital is further strengthening its position as a bridge between the Polish and international production markets. While agencies and brands from the DACH region come to Warsaw for full-service productions, Polish directors and creative talent are simultaneously being introduced to a wider international market. AD's existing offer of production services, mixed-media artists and local post-production partners is now complemented by The Reel Friends’ directors’ roster – adding another key piece to its full-circle offering.
Analog Digital (AD) is a Warsaw-based production company and creatives' agency, working across live-action, animation, and hybrid production for clients across Europe and beyond. Founded by Tomasz Kosiński and Tomasz Żmigrodzki in 2016, AD draws on more than 20 years of combined experience across animation, photography, and live-action production – a range of perspectives that inform every stage of the creative process. Operating through a close-knit network of partners and collaborators, AD was built to be flexible, transparent, and no-fuss, with a focus on collaboration and craft-forward work, whatever the medium or technique. Between the analog and the digital, Analog Digital strives to stay true to its roots while constantly on the lookout for what's next in the creative production space.
The Reel Friends (TRF) represents a growing roster of acclaimed directors and cinematographers working across commercials, branded content, music videos, and film. Their talents have collaborated with leading agencies, global brands, and production companies. Based in Warsaw and working internationally, TRF was founded by Milena Gronau-Kozyra and Karola Kowalczyk after more than a decade of working together across commercial production. Having built their careers in production, talent management, and creative development, they created the company with a simple belief: the strongest creative work comes from trust, transparency, and genuine relationships. At its core, The Reel Friends is exactly what its name suggests — a company built on friendship, collaboration, and a genuine love of filmmaking. It is this people-first philosophy that continues to shape both the careers of its talent and the work they create.
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