The Reids are South East London-born directing brothers Will and Ed Reid, whose work sits at the intersection of documentary photography and heightened conceptual visual storytelling. Raised making Hi8 films together from childhood, they direct commercials, branded entertainment, editorial, and music videos that stay protagonist-led and grounded in real-world texture even when tipping into surrealism. Signature proof points include James Blake’s “Thrown Around,” an emotionally raw docu-surreal narrative shot on a custom 360-degree rig that took Creative Circle gold and silver plus Cannes Young Director Award silver; the Apple #ShotoniPhone film “Rise” with Mura Masa on iPhone 15 Pro; and Peggy Gou’s “D.A.N.C.E.” for the Formula 1 film soundtrack, shot on iPhone 16 Pro with a full VFX pipeline at Black Kite. Brand work spans Nike (Marcus Rashford/Mercurial), Adidas, Salomon S/Lab Phantasm3, Converse, Stone Island, A-Cold-Wall* (including Arsenal x A-Cold-Wall*), Beats by Dr. Dre, Diesel Fragrances, Persol, Diptyque, Saucony, Cole Buxton, Hicks, Flannels, and Apple. They won Best New Director at the 2024 UK Music Video Awards and One Club Young Guns 2024, with Best New Director nominations at Ad Age Creativity Awards and AICP and a British Arrows shortlist. In 2024 they joined Anonymous Content UK and expanded to the US roster in May 2025; they also appear on Common Vision and collaborate with Crown & Owls.