Uncle Friendly is the alias for Rhett Wade-Ferrell. A kid who grew up on a school camp set on a goat farm in the foothills of the deep south of Tasmania and somehow ended up becoming a director. Rhett’s music videos paved the road to commercials which he has directed around the world since 2010. Since 2015 he has worked with Flight Facilities on iconic music videos including ‘Crave You’ and culminated with ‘Down To Earth’a video starring Rhett’s all-time favourite actor Sam Rockwell and choreographed by the legendary Vincent Paterson (Michael Jackson, Madonna, Aphex Twin). In 2016 Apple Music commissioned Rhett to direct a video for Madisen Ward and the Mama Bear as part of the launch of Apple Music. In 2019 Rhett once again joined forces with Apple Music in the commercial sphere with his spot 'Out Loud'.