Credit: via IMDb

Adam Strange, age 46 — an award-winning filmmaker, director of TV commercials, husband, and father of a baby girl — was killed today in a shark attack off the coast of New Zealand.

According to The Huffington Post, Adam was swimming off Muriwai Beach when he was fatally injured by what's believed to be a great white shark, measuring up to 14-feet-long.

A fisherman named Pio Mose was witness to what happened and told the New Zealand Herald (via HuffPo), “All of a sudden there was blood everywhere. I yelled at him to swim to the rocks. There was blood everywhere. The water was red. It's awful — it's scary like a nightmare to me. I was shaking, scared, panicked." According to reports, three or even four other sharks may also have been drawn to the attack. Authorities raced to the scene and shots were fired at the sharks, but it was too late.

According to TMZ, Adam directed many international commercials for Pepsi and Firestone, and his short film, Aphrodite's Farm, won a major award at the Berlin Film Festival in 2009.

Our thoughts are with his family after this tragedy.

Sources: The Huffington Post, TMZ