Rei fell into directing films by accident. Her unorthodox approach to filmmaking has roots in literary techniques that she adapts to create visual stories. Her work explores multiple formats and combines fashion photography references with philosophy and ideologies as themes to create experimental films that merge genres.
Whether it is fashion films, music videos, or short films, Rei enjoys challenging beauty standards and tackling what are often considered darker or provocative ideas. She has created fashion films for brands including Burberry, Nowness, Nicholas Kirkwood, Gentle Monster, Delada, Cav Empt, and Napa by Martine Rose. Rei has also shot music videos for artist including Primal Scream, Mikky Ekko, and Hercules and Love Affair.
Rei is a long term collaborator with Nick Knight and SHOWstudio, co-directing films and acting as a creative researcher. She is also a self-trained artist currently focusing on nude drawings in pencil.
Rei cites John Cassavetes, William S.Burroughs, and Harmony Korine as father figures. She does not rule out that one of them might actually be her father.