David Reviews

 "You're not an artist, Peggy. You solve problems." Don Draper.

MAXIM KELLY JOINS SPINDLE.
16 August 2023

In-form director Maxim Kelly has joined Spindle for commercials and music videos. Kelly (pictured left, we think) is behind some of the top promos of recent memory, like this metatextual effort for Hot Chip.

He co-directs 'Broken' with the Fairchild 7080, a supercomputer that specialises in music videos. A pitch-perfect parody of educational films and science television reveals how creator Jerry Fairchild and his secretary/wife "fed forty years of music video transcripts" into the machine, with an emphasis on boy bands like Five.

To ensure flawless choreography, the lab constructs humanoid robots (listen out for the narrator's pronunciation of "humanoid") to perform the Fairchild 7080's latest outcome. Cue some excellent, algorithmic dance moves from the boy band equivalent of Daft Punk.


If Neanderthal/house-elf hybrids are more your cup of tea, then the promo for 'Dreams' will see you right. Lead actor Mark Crawley's tight yet primal dance moves in an empty office are a sight to behold. Coupled with the decision to use a MiniDV camera, it harkens back to an era of grainy, gonzo music videos.


Spindle is the right fit—they're a young, dynamic crew with a solid growth curve.

 ”

Such work leads executive producer Mayling Wong to say: "Maxim's ability to create in such an innovative way has always inspired me. I remember when I first saw his music video for Belief, I was immediately captivated. The way in which the video's direction held my attention, despite being so simplistic, was truly a credit to Maxim's craft and focus on the finer details."


Wong adds: "I am beyond excited to watch Maxim flourish with the team at Spindle and look forward to bringing his unique imagination to life!"

And what does the man of the hour have to say about all this? "Spindle is the right fit—they're a young, dynamic crew with a solid growth curve. Their energy and taste drew me in, and I joined because I wanted to be part of that, to contribute and grow with them."

Click here to see more of Maxim Kelly's work. Next, ring Mayling Wong on 07539 324 291 or email mayling@spindle.co.

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