Director Calmatic Brings the Heat for Mailchimp, Cheetos, Ad Council – Muse by Clio

Charles Kidd II, the director known as Calmatic, is a highly engaged viewer, especially when it comes to commercials. "I like to reverse engineer things that I see, things that I like," he tells Muse. "When I'm watching TV, it may be the most simple or corny commercial, but I'm thinking, 'What kind of camera did they use? Why did they edit it that way? Who's the graphic designer that made those logos?' Similarly, when he beings a project of his own, "no matter how random it is, I feel like I can break it down." Such attention to detail has served the self-taught filmmaker well. In recent years, Calmatic has risen through the ranks to become one of adland's hottest properties.