fred is one of the uk’s top commercials directors, winning a gold british arrow in 2024 for his now-iconic spot for yorkshire tea, which also earned him a place on campaign’s list of the best 10 directors working in the uk. his work takes an offbeat look at the world through enthralling filmmaking, with a genuine gift for narrative and engaging performances. starting his career in music videos for the likes of wet leg, little mix and years & years, fred has gone on to make waves for clients such as tesco mobile, mcdonald’s, amazon, skoda and giffgaff, alongside gaining recognition for his personal work in the world of narrative filmmaking.