Reebok MYT

Sophie Jones

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Sophie’s fascination with people and personality translates compellingly into her photography. Her passion for honesty within portraiture is powerfully evident as she explores the diversity within society by documenting the rebellion and freeness of youth culture, capturing raw and authentic moments with bold ethnically diverse casting. Her innovative and creative images seek to dismantle boundaries and challenge society’s norms.

What makes her work so authentic is that she is electric with confidence behind the camera and able to capture the flitting spark of youth that so many try to replicate. Before directing promos for Dizzie Rascal and Roses Gabor, Sophie shot for Adidas, Puma, Converse and Topshop; while her party documentary style has taken her all over the world documenting raves, festivals and fashion events: sitting still is not in Sophie’s repertoire.

Sophie's clients include: I-D, Dazed & Confused, Calvin Klein, Adidas, Converse, Reebok, Burberry, Vice, Boiler Room, Selfridges, New Balance, Asos, Sony, Universal, G-Star, Puma, Live Nation.

Her portrait work includes celebrity, model, artists and athletes including Kendall Jenner, Jourdan Dunn, Hailey Baldwin, Skepta, Goldlink, Loyle Carner, Erykah Badu, Adwoa Aboah, Romelu Lukaku.

Sophie’s directorial debut ‘The Society’ saw her create a film for clothing company G-Star, in which she championed female alliances by following ten key UK female influencers, set against a narrative that sought to upend negative stereotyping. Since then, amongst other projects, gone on to direct music videos for Roses Gabor & Sampha, Ocean Wisdom and Dizzee Rascal, Etta Bond and content videos for Converse and Reebok.

Sophie is now channelling her breadth of knowledge of youth culture and love for authentic story telling by branching into Creative Direction and has creatively directed campaigns European campaigns for Reebok, Pretty Green & Katie Eary, as well as major record labels developing new and established artists.