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electriclime°, the boutique film production company with offices in Dubai, Singapore and Sidney, signs British-based filmmaker Lee J Ford to their director roster for representation in APAC and MENA.
Having studied graphic design and then working as a photographer’s assistant, Lee made the switch into the advertising space.
He moved up the ladder to work as Creative Director with agencies around the world, before taking the leap into becoming a director and taking his experience of hundreds of shoots with him.
Since moving behind the camera he has worked on projects for clients such as BMW, Audi, Samsung, Nintendo and many more.
Known for his atmospheric and cinematic work, Lee brings the brands to life and understands what goes into making a commercial pop from the screen.
“I’m really excited to be joining electriclime°,” Lee said. “I strongly believe in the craft of filmmaking, as does everyone here.
“With the insatiable need for more and more disposable digital content these days, it can sometimes be hard to aim for a bigger vision, one that involves artistry and passion; I know I stand with a team at electriclime° that are committed to making extraordinary films.
“Coming from an agency background I approach commercial projects in quite a pragmatic way initially. The first question I ask myself is ‘What is the core idea, and can it faithfully be expressed in a visually stunning way?’
“I'm looking for a seed in any script that can be teased into something bigger and more spectacular. I love scale, adding a cinematic vision to any project is usually my aim.”
