On The Cusp, Longlist - Commercial

Part Of The Family

Max Siedentopf

Riff Raff Films

With one in four of us in the UK listening to Radio 2, Riff Raff Nursery of Evil director Max has brought to life the BBC Creative team’s concept of DJs being present in our homes via the radio, thus becoming part of the family. While the ‘One of the Family’ campaign does not feature well-known radio personalities up trees, it does showcase Max’s ability to seek out the idiosyncrasies of the subjects of his work. This has resulted in portraits that capture the essence of real-life family photos; endearing, awkward and usually with one member of the family pulling focus.

Max Siedentopf (1991) grew up in Windhoek, Namibia and continued to work in Berlin, Los Angeles and Amsterdam. He is currently based in London. The founder of Ordinary magazine, his work ranges across photography, film, design, sculpture, publishing and bad jokes. Max sees the world in a way no one else does; a place filled with endless opportunities to transform any object and/or situation into a bizarrely humorous one. We have a sneaking suspicion it might be due to his very distinctive but also very asymmetrical glasses.