English-French director, writer and photographer Tom Emmerson has joined production company Serial Pictures for commercial, branded entertainment and music video representation in the US.

Known for his bold, visual aesthetic and off-the-wall humour, Emmerson (pictured above left, with football legend Zinadine Zidane on the set of Adidas ad The Race) is best known in British music videos for his collaborations with AntsLive - in particular the videos for Number One Candidate and Captain Ants, both winners of Best Hip Hop/Rap/Grime Video UK at the past two UKMVAs. He has also directed videos for Doechii and Col3trane.

Emmerson started shooting stills at 14, and by the age of 18 had photographed campaigns for the likes of Helmut Lang, Burberry, Fila and Axel Arigato, then directing his first music video whilst studying Economics at university. He has since worked on ad campaigns for Adidas Originals, House of Errors and Hermes, and his latest is for New Balance’s T500 campaign starring Real Madrid player Endrick and multi-platinum rapper Jack Harlow, which Emmerson wrote and directed - part of the brand’s larger Quiet Please campaign.

“Tom doesn’t just tell stories,” says Serial Pictures founder and EP Violaine Etienne, “He invents, dissects, and turns the mundane on its head, igniting each frame with humour and a style that challenges convention and grabs your attention.”

Tom Emmerson adds: "Serial has got such an amazing roster, team and portfolio of work. I'm really excited to see what we can do together and can't wait to get started."

• Tom Emmerson showreel at Serial Pictures here