Jacob Erland, one of the most exciting new directors working in British music videos - most recently directing the Rachel Chinouriri video for Never Need Me featuring Florence Pugh - has now signed to Park Pictures in London for music videos and commercials.

Erland is a director and DoP who started out shooting skate videos and evolved his signature style through a prolific long-term collaboration with London brand Palace. His dynamic vision as a cinematographer has evolved into a strong directorial voice, leading him to work with numerous brands including Samsung, On, Rapha, Dior, Tommy Jeans, Salomon, Vans, Louis Vuitton, and John Paul Gaultier.

Erland has also directed and shot several acclaimed videos in the past year or so, for the likes of Shygirl, Rachel Chinouriri and Beabadoobee. His video for Beabadoobee's Glue Song was nominated at the UKMVAs last year. His recent Chinouriri video for Never Need Me, with Florence Pugh as the singer's best friend and 'wingwoman', went viral with press in Elle, Wonderland, Grazia, Cosmopolitan, W Magazine and Daily Mail.

Park Pictures - co-founded by director and cinematographer Lance Acord and home to a roster of Academy Award-winning directors including Emmanuel Lubezki - is renowned as ‘the cinematographer’s production company’ and doubles down on that reputation by signing director and cinematographer Erland, who is signed at Park for the UK and repped for music videos at Mouthpiece. 

“Park London is thrilled to add Jake to our roster," says Park London's MD Fran Thompson. "I am drawn to the energy and playfulness in his work. As a DOP/director he’s really the perfect fit.”

Founded in 1998 by Acord and executive producer Jacqueline Kelman Bisbee, and based in LA, New York and London, Park has been producing award-winning work for clients such as Apple, Nike, Google, Adidas, Verizon, Beats, Spotify, Amazon and Volkswagen for over 20 years. Park has also produced numerous features and documentaries, with over twelve chosen as Official Selection at Sundance.  

“I’m so excited to start this journey with Park,” adds Erland. “I never planned to be a director, it’s something my career has evolved into naturally. So to join Park, a company with an ethos so aligned to my own, feels like I've found the natural home for my practice. I can’t wait to see where it goes from here but I rest easy knowing that I have this wonderful team behind me and an iconic roster to inspire me.”

• Watch Jake Erland at Park Pictures here