British director Lee J Ford, known for his atmospheric and cinematic work, has joined the director roster of electriclime° for representation in APAC and MENA. Ford brings a wealth of experience to the team, having previously worked on projects for high-profile brands such as BMW, Audi, Samsung, and Nintendo.

Ford's career began in the agency world, where he served as a Creative Director for various global agencies. His pragmatic approach to commercial projects, focusing on the core idea and its visual expression, has been a defining characteristic of his work.

"I’m really excited to be joining electriclime°," Ford 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."

Ford's approach to commercial projects is rooted in his agency background. "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," he explained.

The company says the move marks a significant addition to electriclime°'s director roster, further strengthening the company's commitment to producing high-quality, visually stunning films.