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The Reids expand representation with Anonymous Content in the US
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Born and raised in South East London, The Reids first joined Anonymous Content’s UK division in 2024. Since then, they’ve rapidly established themselves as standout creative voices.
Acclaimed directing duo The Reids, comprised of brothers Will and Ed Reid, have expanded their partnership with production powerhouse Anonymous Content, joining the US roster for representation across commercials, branded entertainment, and music videos.
Born and raised in South East London, The Reids first joined Anonymous Content’s UK division in 2024. Since then, they’ve rapidly established themselves as standout creative voices, earning nominations for Best New Director at the Ad Age Creativity Awards and AICP, and winning Best New Director at the UK Music Video Awards. The duo was also named to The One Club’s Young Guns list, spotlighting the industry’s top creatives under 30.
Their filmmaking is anchored in a deep love of documentary photography, balancing realism with stylised visual storytelling. A defining example is their recent video for James Blake’s Thrown Around, a surreal, emotionally raw narrative shot on a custom 360-degree rig, tracking a man through the worst 24 hours of his life.
“Will and Ed’s auteur spirit and razor-sharp skill for conceptual visual storytelling are wired straight into our DNA,” says Eric Stern, Managing Director and Executive Producer at Anonymous Content. “Big things are coming, we’re just getting started.”
“Signing to Anonymous in the UK has been a dream, now it’s time to wake up and smell the coffee,” said The Reids. “We can’t wait to see what the US has in store. We’re excited to get started!”
Their portfolio includes collaborations with Nike, Universal Music Group, and Apple. Notably, they directed three videos for Mura Masa in the past year, including the UKMVA-nominated Rise, shot entirely on the iPhone 15 Pro for Apple’s global #ShotoniPhone campaign. That project sparked a deeper relationship with the brand, leading to several more commissions and a personal meeting with Apple CEO Tim Cook, where the duo shared their photography book The One You Have With You, captured entirely on iPhone over the course of a year.
With their representation now spanning both sides of the Atlantic, The Reids are poised to bring their fearless visual style and human-centred storytelling to a wider global stage.
