Callum Lloyd-James has joined Hello Love for representation for music videos, content and commercials.

Ranging from unique and dynamic music videos to vibrant branded content, and not short on a sense of humour, Lloyd-James has been busy for the past two years with a run of videos for a range of artists from mainstream pop to guitar indie-rock, including Becky Hill, Vistas, Pale Waves, Dylan and Beaux.

Growing up near Bristol, Callum moved to London to work in the camera department. He makes excellent use of this technical background to bring his highly creative ideas to life. His passion for music videos is rooted in his long-standing love for indie music. Crediting his iPod nano as an integral portal to his favourite videos, his focus inspired him to study film all over the world. From the UK, to the USA and India, this broad background is evident across his work.

His 2021 video for Spector’s Catch You On The Way Back In encapsulates the dizzying whirlwind of falling in love, as well as his ethos. “I feel like people should be able to feel their way through a film emotionally rather than just having images wash over them, each beat should have an impact on someone and alter the way they feel about what they’re watching,” he says.

Then he started 2022 off with a brilliantly quirky and well executed video for The Wombats' This Car Drives All By Itself. As the miniaturised Wombats careen around a Scalextric track, Lloyd-James expertly pieces together a maelstrom of moving parts to create a video that is undeniably vibrant and exciting to watch, proving his skill at bringing high concepts like this to life with ease.

His most recent video for emerging artist Grace Gachot - his first made with Hello Love - was inspired by Yayoi Kusama’s infinite mirror rooms. The video’s impressive vision and artistic inspiration is a testament to Lloyd-James’s confidence and ability to pull off visually striking work. “This is why I love working in music videos, each song has its own flow and every brief presents a unique challenge,” he says.

Executive Producer at Hello Love, Finn James, says of the new partnership: “It’s a pleasure to officially welcome Callum to Hello Love. Not only is he a creative powerhouse who’s not afraid of a challenging brief, his commitment to bringing great energy to set is infectious. We’re looking forward to working on more exciting projects with him.”

• Watch Callum Lloyd-James's work at Hello Love here