A new production company StrangeLove has launched in London, with a roster of award-winning directing talent, and with a stated objective of embracing a progressive approach to the production of films - from commercials to music videos, installations and interactive content.

Barnaby Roper, BRTHR, Andrew Thomas Huang, Ben Liam Jones, Geremy and Georgie, Radical Friend and Arnaud Boutin are the directors who make up the impressive roster at StrangeLove, which is being launched in London in partnership with renowned animation production house Passion Pictures. The roster will be represented for music videos by Alexa Haywood at FreeAgent UK.

BRTHR are the New York-based duo Alex Lee and Kyle Wightman, who have made a big impression in the past couple of years for bringing a distinctive cinematic style to videos for Foster The People, Iggy Azalea, Jessie Ware, Ben Khan, and most recently, for The Weeknd's In The Night.

Andrew Thomas Huang has won numerous awards, including Best New Director at the UK Music Video Awards, since the release of his astonishing short film Solipsist. He's gone on to work with Bjork on several videos, including Mutual Core and the MOMA-exhibited Black Lake, and also making the award-winning video for Atoms For Peace's Before Your Very Eyes.

The hugely experienced Barnaby Roper has directed numerous music videos, including recently for Banks and David Bowie. He is a regular creator of films for fashion brands, including Boss and L'Oreal. From making acclaimed music videos for the likes of Yeasayer and Skrillex, Radical Friend have now developed into commercial directors for brands such as Honda, Adidas and Converse.

Geremy & Georgie's stylish music video work has included promos for Florence & The Machine and Goldfrapp. They have gone on to make branded films and commercials for Evian, Belstaff, Paco Rabanne and the award winning Kaleidoscopic Fashion Spectacular for Target. Arnaud Boutin was a founder member of the French team AB/CD/CD, responsible for numerous acclaimed videos, including for Lily Allen, before he made ads for Axe, Samsung, Louis Vuitton and more. Ben Liam Jones's commercial work includes ads for Center Parcs, Childline, KFC and Sainsbury's.

StrangeLove has been founded by Tom Berendsen, the producer who helped build LEGS Media out of New York's Milk Studios. He has now returned to the UK to join up with executive Tai Thittichai, formerly of Dazed & Confused, and director of sales Claire Blewer-Jones. Alexa Haywood will represent StrangeLove directors for music videos.

The new company's launch press release states that the company exists "to push boundaries, to curate, engage, direct and inhabit the bold conversations between film, industry, art, commerce and the zeitgeist."

• Watch the StrangeLove company showreel below