What If

Maceo Frost is an award winning film director based in Stockholm, Sweden. Named after James Brown's funky saxophone player, Maceo was raised 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 and loves making people share their deepest secrets with the camera.

This year, his latest film for BIJI, the explosive 'Zigidi', won Best Music Video at SXSW Film & TV Festival, as well the Swedish Grammy for Best Music Video 2025.

Some of his most recent clients include IKEA, Gant and H&M.