Academy has officially announced the arrival of director and photographer Iris Luz to the company's director roster.

In the past year or so, Iris Luz has made a major impression with her work in music videos and brands, working with trailblazing artists like PinkPantheress, Oklou and Nia Archives, while enjoying arguably even greater success as a photographer - including garnering a Grammy nomination for her photography for cult indie band Wet Leg's latest album Moisturiser.

With a visual language that is instinctive, playful and unmistakably contemporary, she has quickly emerged as one of the most exciting creative voices of her generation, helping define a new era of music and fashion culture. Her work talks directly to her generation with humour, joy, satire, with a dark, knowing edge. Vogue recently recognised her as “one of the girls re-energising British cool".

Most recently, Luz shot a campaign for the fashion lead tech brand Nothing, starring the Thai popstar Milli, and the music video for Nia Archives' Boys In Blue, as well as the artist's album cover. It follows brand work in various formats for the likes of Alexander Wang, Berksha and Ferragamo as well as acclaimed personal projects in photography and film.

Above: still from Oklou NTS live session, directed by Iris Luz

“We are delighted to welcome Iris Luz to Academy," says Jennifer Byrne, Academy's head of development. "She brings a fresh perspective, unique sense of style and deep understanding of internet pop culture. I can’t wait to see how Iris continues to evolve and create work that resonates with audiences.”

Medb Riordan, co-owner and global MD of Academy adds: “Fresh from her ICA panel alongside Jonathan Glazer, Adam Curtis and Walter Stern, Iris Luz has spent the last few years carving out a genuinely singular voice across fashion and music.

"Her imagery is instantly recognisable, striking enough to stop art directors, musicians and fellow artists in their tracks, and it keeps shifting, keeps surprising. She doesn’t follow trends so much as quietly initiate them. Beyond all of that, she’s a warm, generous presence and an absolute joy to collaborate with. We can’t wait to see what comes next.”

Iris Luz adds: “I’m so thrilled to bring my perspective to Academy and see how we can scale it into amazing bigger things. To be amongst iconic directors like Walter Stern, Jonathan Glazer and Ari Aster is a blessing. The team at Academy understand me intuitively in a way I deeply cherish.”

• Watch Iris Luz's showreel at Academy Films here