After getting the boot from school by his art teacher to get his design portfolio together, Reuben enrolled in design school with aspirations of becoming an illustrator. He earned a degree in Graphic Design, with an emphasis on photography, which he applied to a number of pursuits – including architectural renderer and record label president – before settling into his career as a director.
Reuben has since made waves internationally in commercials and music video arenas. His eye-popping projects include films for Adidas/Footlocker, Playstation, T-Mobile, Ikea, Coke, Eurostar/Da Vinci Code amongst others. His video for Phoenix Foundation’s “Hitchcock” made a bold political statement about the world’s obsession with gas-guzzling 4x4’s, juxtaposed to beautifully choreographed electric cars. Inspired by the work of Cecil B. Demille, Hitchcock garnered the ‘Best Music Video’ Award at The Ottawa Animation Festival, as well as a D&AD inclusion for great creativity for a music video. Reuben quickly followed Hitchcock with an acclaimed clip for Doves. His Royksopp video was also shortlisted for best animation at the UK Music Video awards. In addition to his role as a director, he has exhibited a capacity to shoot and animate, as well as compose music for his own projects. His recent video for Seasick Steve pays homage to 1950's animation, adding a 3D novelty for those watching with 3D glasses.