Rogue has announced the launch of REBEL., a platform within the London-based production company’s network to elevate and develop breakthrough directors.

Headed up by Rogue's Head of Talent Charlie Roberson as a distinct destination for creative agencies, brands, labels and music artists, REBEL. launches with a roster of four young directors who have already made a considerable impact with their work: Yasmin Afifi, Jeremi Durand, DONPROD and Danny Seth.

Afifi won a BAFTA this year for her bittersweet short film Jellyfish & Lobster, the first ever for a NFTS graduation film, and she has a reel of other compelling and award winning shorts and is in development on her first feature. Durand, a filmmaker and photographer born in France and living between Paris and London, has directed acclaimed videos for  Chinese Man, Grands Corps Malade and others, his work shortlisted for this year's 1.4 Awards. His work for SYNC launches on May 23rd with an exciting campaign of music videos for DJ Mustard coming soon.

DONPROD are Jack and Tom, a director duo who moved from the Isle of Wight to London two years ago. Since then they have directed music videos for top artists including Unknown T, Aitch, A1, Mist, Digga D, Fredo, Tunde, Nines, Krept & Konan. They have elevated their craft as they become go-to hitmakers and have directed branded projects for brands including TRAPSTAR.

Danny Seth is a rapper, creative director and director. Having spent time in America making music and working with big US acts, he is back in the UK making audio visual spectacles - including the video for 21 Savage's Redrum, which was shortlisted at the 2024 1.4 Awards.

The initiative to create REBEL. as a distinct destination for creative agencies, brands, labels and music artists, comes at a significant moment in the history of Rogue, who set up shop in 1998, and have been championing the next generation of filmmakers since its inception.

"We’ve celebrated 25 years of being Rogue this year and REBEL. is the perfect way to kickstart the next 25 years," says Charlie Roberson. "The industry is constantly evolving and, in 2024, directors, creative directors, photographers and musicians engage with film in a new way. They are at the forefront of content with access to fanbases and consumers through social media. This is shaking up the status quo and we are proud to launch with four directors who are absolutely representative of this new wave. They are REBEL. They are Rogue.”

Rogue Partner & MD, Kate Taylor adds: “It’s always been our passion and ambition to nurture and showcase emerging talent at Rogue - and now that the landscape for celebrating young directing talent has changed beyond recognition, what better way to cut through the noise, than a dedicated platform and brand to support these exciting young Rogues.

"REBEL. has been a long time coming. I’m delighted that it’s here and look forward to seeing thrilling new work coming from those brave enough to break the rules."

• Watch the REBEL. directors' showreels here