Maxim Kelly is a British director based in Barcelona whose work merges surreal storytelling with emerging technology and a raw visual sensibility rooted in fashion photography. After earning his MA at University of Arts London and working as Juergen Teller's first assistant for three years in New York's fashion scene, Kelly transitioned to music videos with a debut shot in India that immediately attracted festival attention. He has since directed acclaimed videos for Black Midi, Black Country New Road, Django Django, Shame, Hot Chip, The Murder Capital, and Archive, employing techniques from Victorian phénakisticope animation to deepfake manipulation and AI-generated imagery. His work has earned recognition at UKMVAs, Berlin Music Video Awards, Kinsale Shark Awards, Creative Circle, and 1.4 Awards. Notable videos include Belief's "Dreams" (a surreal '90s rave tribute), Black Country New Road's "Concorde" (blending war film, B-movie sci-fi, and kitchen sink drama), and a trilogy for Archive exploring AI's uncanny valley. Kelly's commercial portfolio includes campaigns for Nike, Valentino, Sony, Locke Hotels, Linda Farrow, and Vogue, plus fashion editorials for Red Thread and Hunger Magazine. He joined Friend for UK representation in October 2025.