The Reids

Will and Ed are a London-based directing duo known for blending documentary realism with a high-concept, surreal aesthetic. Their work is grounded in the pursuit of authentic moments, often elevated by unexpected narrative twists and refined visual language.

Raised in South East London, the two brothers have cultivated a creative partnership rooted in shared vision and complementary strengths. Their films balance emotional truth with striking visual storytelling, moving fluidly between commercial, editorial, and music-based formats. Recent projects include a series of music videos for artists such as James Blake and Mura Masa, as well as a photographic publication captured entirely on iPhone, which was shared directly with Apple’s CEO Tim Cook.

Their distinctive approach has earned recognition across the industry, including a Best New Director award at the UK Music Video Awards, along with nominations from Ad Age, AICP, and The One Club’s Young Guns. With a growing body of work and continued momentum, their trajectory points toward an exciting evolution in the coming years.

Selected Clients: Apple, Salomon, Nike, Diesel, Saucony, Adidas, Stone Island, A-Cold-Wall, Cole Buxton, Universal, Beats by Dr. Dre