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Directing duo The Reids, comprised of brothers Will & Ed Reid have joined production company Anonymous Content for commercials, branded entertainment and music video representation in the UK and Amsterdam. South East London born and bred, the duo are an inseparable hive mind of reference points and film taste. Their filmmaking style is rooted in their love of documentary photography, striking the balance of presenting reality and heightening it. 

Their protagonist-led filmmaking that harnesses real life through an aesthetic lens is perfectly encapsulated in their 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.

Whilst their work is immediate and grounded in the real world, they tell stories with visual flare and beauty. The Reids have collaborated with brands including Nike, Adidas, Converse, Flannels, Stone Island, A-Cold-Wall, Universal Music Group, Sony Music Group, Beats, Diesel Fragrances, Persol Sunglasses, Diptyque Paris, Dazed Magazine, i-D Magazine, and Hypebeast.

“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.”

“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,” said The Reids. “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.”

They’ve picked up several awards along the way, most recently at the 2023 UKMVAs for their Mura Masa music video “Whenever I Want.” Their collaboration with the electronic musician has seen them make three videos together over the last year. One of these videos, “Rise”, shot on the iPhone 15 Pro as part of Apple’s #ShotoniPhone campaign, leading Apple to provide the duo with iPhones to shoot several other projects on.

The duo have an ongoing relationship with creative directors, Crown & Owls where they have been across many projects, including stills campaigns and moving image for clothing brand Hicks. They are currently in development on their latest short film.