Mike Matthews

Commercial production company Reverse said it had signed director Mike Matthews for representaiton in the U.S.

Matthews, whose specialties are food and performance, has directed spots for Asda, Bertolli, Coca-Cola, Lipton, and Woolworths Australia, Reverse said. He’s also worked on TV series with chef Jamie Oliver, including Jamie’s Great Britain and Jamie’s Comfort Food.

Here’s a spot Matthews directed for Laphroaig whisky, where he had poet Omar Holmon wax descriptive about the liquor’s rather … bracing taste profile.

“Mike is an incredibly versatile food director, who not only gets gorgeous tabletop shots, but is also skilled at eliciting strong performances from real people, actors, and celebrities alike,” said Reverse founder and EP Thibaut Estellon in a prepared statement. “Too often, agencies and food brands look for separate directors to execute the lifestyle and food components of their campaign, and Mike brings cohesiveness between the two, which not only improves the creative approach, but also solves production and budgetary issues for clients.”

Reverse: www.thisisreverse.com