RSA Films has added award-winning director and photographer Matt Baron to its U.S. commercial roster, bringing aboard a filmmaker whose work spans fashion, sports, portraiture, and polished visual storytelling.
Baron’s recent directing work includes campaigns for Range Rover, adidas, DeBeers, and Nuna, while his broader client list includes Gatorade, Apple, The Grammy Awards x Kendrick Lamar, Vogue, Louis Vuitton, and Madonna. His work has been recognized by Cannes Lions, the Clios and the MTV VMAs.
For Luke Ricci, President of RSA Films US, Baron’s appeal comes down to the combination of craft and humanity in his work. “Matt brings an indelible point of view to every frame of his work,” Ricci said. “I’ve always been moved by his beautifully crafted, striking visuals paired with sophisticated humanity and nuanced performances.”
Ricci also pointed to Baron’s ability to work across formats and genres as a natural fit for where RSA is heading.
Baron, meanwhile, said the company’s heritage was part of the draw. “There’s a prestige and a chicness to RSA,” he said. “It’s a legacy company built by Ridley and Tony Scott.”
That visual pedigree fits Baron’s own background. He began his career working with fashion photographers including Patrick Demarchelier, Mario Sorrenti, Mikael Jansson and Craig McDean, shooting video content on set before developing as a cinematographer and editor and eventually moving into directing.
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He later joined Alldayeveryday and then Partizan in 2019.
Photography has remained central to his work. Baron recently photographed covers for NME and Outside, and says the same instincts shape both his still and motion work.
“I am always first and foremost looking at light and location,” Baron said. “Sometimes I will just sit in a location, frame what I like and wait for something to fall into it. I am drawn to shadows, silhouettes and minimalism.”
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That sensibility carries into his personal projects, too.
While spending time in Sicily, Baron became interested in local motocross culture and eventually reached out to a young rider he found on Instagram. The result was Caruso, a short film shot on an FX6 with his brother-in-law for roughly $500.
It was a stripped-down production, but also a good example of what seems to drive Baron creatively: curiosity first, infrastructure second.
“I really love going into new environments, building trust and being accepted in tight-knit communities,” he said. “I am fascinated by how other people live their lives.”
Based in Los Angeles, Baron grew up spending summers between New York and Corsica, where his father is from, and speaks English, French, and Italian. His influences range from David Fincher and Stanley Kubrick to photographers Saul Leiter and Richard Avedon, and painters René Magritte and Georgia O’Keeffe.
He is also a lifelong sports fan, particularly soccer and tennis, and recently directed a 2026 World Cup spot for the Los Angeles Tourism & Convention Board.
Now at RSA, Baron says he is looking to sharpen that point of view while expanding the kinds of stories he can tell.
And, according to Ricci, apparently dominate a little table tennis along the way.
REEL 360 News wishes Matt the best of luck at RSA.
