Anonymous Content has announced the signing of directing duo The Reids - brothers Will and Ed Reid - for commercials, branded entertainment and music video representation in the UK and Amsterdam.

The brothers arrive at Anonymous Content having directed acclaimed music videos, including the UKMVA-winning promo for Mura Masa's Whenever I Want, and the most recent James Blake video. Their music video credits include work for Mac Wetha, Kam-Bu and Legss, together with three videos for Mura Masa, including one for Rise shot on the iPhone 15 Pro as part of Apple’s #ShotoniPhone campaign.

The Reids have also collaborated with brands including Nike, Adidas, Converse, Flannels, Stone Island, A-Cold-Wall, Beats, Diesel Fragrances, Persol Sunglasses, Diptyque Paris, Dazed Magazine, i-D Magazine, and Hypebeast.

South East London born and bred, their protagonist-led filmmaking that harnesses real life through an aesthetic lens is perfectly encapsulated in their latest music video for James Blake’s Thrown Around. A defiant mix of surrealism and docu-style, captured on a custom 360 rig, sees the newly independent artist wading through the worst 24 hours of his life.

The duo have an ongoing relationship with creative directors Crown & Owls and collaborated on many projects, including the James Blake video and moving image for clothing brand Hicks. They are currently in development on their latest short film.

“The Reids are natural filmmakers, with a solid understanding of craft and considered execution,” says Leah Joyce, Anonymous Content’s UK Head of Sales. “It’s rare to find young directors who put ideas first within their work, so we knew immediately they were the kind of talent we wanted to represent.”

The Reid brothers add: “We have waited a long time to sign in the UK, and we couldn’t be happier about making Anonymous Content our home. Our attraction wasn’t just based on the ridiculous talent on the roster, but the energy of the team.

"We feel so lucky to have found a company that sees us and wants to support the way we currently work, whilst also keen to develop us as we expand into advertising. We can’t wait to get started and to see where the next few years takes us with AC.”

• Watch The Reids' work at Anonymous Content here