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100% signs director Kelvin Jones
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Before stepping behind the camera full-time, Jones served as Creative Director at GRM Daily, where he helped define the visual language of a generation.
Production company 100% announce that Kelvin Jones has officially joined its roster of directors.
Kicking off with an exciting first campaign for iconic UK bike brand Raleigh, developed in creative collaboration with DEPT, led by creative directors Manuel Di Tolve and Emilio de Haan.
At a young age, South London-born Jones is already establishing himself as one of the most compelling new voices in commercial and creative filmmaking. His debut work with 100% brings a fresh perspective to Raleigh’s latest launch, the electrical Raleigh ONE e-bike, reimagining the brand through a lens of freedom, culture, and personal style.
“Kelvin is one of the most exciting new voices out there,” says Alessandro Tomasi, Talent Rep at 100%. “His Oatly spots were surreal, smart, and perfectly timed, we were immediately hooked. One look at the rest of his work and we knew we had to sign him. He brings a bold point of view, sharp instincts, and a real love for storytelling.”
Credits
View on- Agency Dept/Amsterdam
- Production Company 100%
- Director Kelvin Jones
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Unlock full credits and more with a shots membership
Credits
View on- Agency Dept/Amsterdam
- Production Company 100%
- Director Kelvin Jones
- Creative Director Manuel Di Tolve
- Creative Director Emilio de Haan
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Dept/Amsterdam
- Production Company 100%
- Director Kelvin Jones
- Creative Director Manuel Di Tolve
- Creative Director Emilio de Haan
Before stepping behind the camera full-time, Jones served as Creative Director at GRM Daily, where he helped define the visual language of a generation. A self-taught filmmaker with a background in design and editing, he’s built a standout portfolio with work for Nike, EA Sports, Dr. Martens, Oatly, and more. His early music-driven pieces for artists like Aitch earned attention from MTV, GQ, Complex, The Face, NME, and Hypebeast, showcasing his fluid command of music, fashion, and brand culture.
“I’ve always loved the work that 100% has done” says Jones. “To me, it felt right because we also had a strong alignment on values and work ethic” Whether it’s a bike brand film or a music video with cinematic ambition, Jones brings edge, honesty, and undeniable presence to everything he touches.
