What If

Named after James Brown's funky saxophone player, Maceo Frost was raised in Stockholm by his street-dance-legend father and skateboard-rebel mother. Underground culture is practically embedded in his DNA. He plays piano and drums and believes rhythm is the secret to everything. Today, he travels the world directing films, with a gift for honesty and a style that feels alive, instinctive, and a little untamed.

That energy runs through work spanning music videos, documentaries, and commercials for IKEA, Gant, and H&M. His documentary and feature debut, ‘Too Beautiful’, an Adidas film about a female Cuban boxer, premiered on HBO, while ‘Zigidi’ for BIJI won Best Music Video at SXSW 2025 and the Swedish Grammy for Best Music Video the same year.