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Maxim Kelly joins Friend
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Friend welcomes director Maxim Kelly to its roster for UK representation.
Friend announce the signing of Maxim Kelly for UK representation.
Merging humour, emerging technology, and a distinctly raw visual sensibility for the changing tides we see in the industry today. Kelly's work sits at the intersection of the surreal and the tactile. Having cut his teeth in the world of fashion photography, giving his filmmaking a sharp visual awareness, while his instinct for story brings emotional depth and unpredictability to every frame.
With a body of work spanning music videos, commercials, and branded content, Kelly has crafted standout visuals for artists including Black Midi, Hot Chip, Black Country New Road, The Murder Capital, Django Django, and Shame. His films have been recognised by the UKMVAs, Berlin Music Video Awards, Kinsale Shark, Creative Circle, and 1.4 Awards, and his commercial portfolio includes clients such as Valentino, Sony, Locke Hotels, and Linda Farrow.
Playful, inventive, and always visually arresting, Kelly brings a bold, mischievous energy to the Friend family, one that perfectly aligns with the company’s ongoing commitment to creative experimentation and craft.
Kelly said: “I've always admired the Friend roster and the work they've supported, they care about craft but aren't afraid to take risks and back bold ideas. That's rare, and it's exactly the kind of home I've been looking for. I'm excited to make some ambitious work together. Honestly, I've wanted one of those Friend hoodies for years, so this felt like the most direct route.”
Luke Jacobs adds: “Thrilled to have Maxim Kelly join forces with us, his work redefines what music videos can be, and we’re buzzing for what’s next.”
