Director's Works
Mura Masa, Hands Up The Reids
The Reids are a directing duo comprised of brothers Will & Ed Reid. South East London born and bred, The Reids 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 recent music videos for Raye’s “Where Is My Husband”, which went TikTok viral and saw more than 6M YouTube views during its first week; and James Blake’s “Thrown Around” -- a defiant mix of surrealism and docu-style, captured on a custom 360 rig, which won a Gold and Silver at the UK Creative Circle Awards, Silver at the Cannes Young Director Awards, and was shortlisted at the British Arrow Awards.
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.
They’ve picked up several other awards along the way, being shortlisted for Director to Watch at the 2025 Ad Age Creativity Awards; winning Best New Director at the 2024 UKMVA’s; and were named to The One Club’s Young Guns 2024 list of best creative professionals 30 and under.
Their collaboration with the electronic musician Mura Masa has seen them make five videos together over the past year. One of these videos, “Rise”, was 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, including artist Peggy Gou’s “D.A.N.C.E.” music video for Apple’s film F1. Recently, they met with Apple CEO Tim Cook to preview their new photography book “The One You Have With You,” featuring photos that were all shot on iPhone over the course of a year.
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.
