MindsEye have signed Australian director Uncle Friendly to their roster for UK representation.
The director - aka Rhett Wade-Ferrell - grew up in rural Tasmania (on a goat farm, no less), and credits this isolation with helping him to develop his interior creative life. That and a steady diet of kung fu movies and late night telly, of course.
From these early passions, Friendly developed a technical approach to filmmaking which has led him to be in demand across both the creative and commercial sectors.
He's particularly noted for his frequent collaborations with electronic duo Fight Facilities - including a series of semi-improvised promos featuring the likes of Kylie Minogue and Sam Rockwell. With shades of Fatboy Slim's iconic 'Weapon of Choice' for the modern era, his promo for 'Down to Earth' offers a new take on a late-night diner trip.
In addition to his extensive promo work, Friendly has brought his eye for movement and quirky sense of humour to numerous ad campaigns throughout his career. A Southern Comfort commercial focused on a body-popper who just can't stop - even in his sleep - is a particularly good example of the director's ability to mix deadpan and weird to good effect.
MindsEye hope Friendly will continue to bring the same passion and enthusiasm to directing at his new home - all while developing long form content with his own development set-up, Birdhouse Pictures. Needless to say, he'll keep himself busy.