In the crowded world of social media, few stand out like Matt Baillie. Known for his bold, cinematic storytelling and comedic edge, he transforms digital content into immersive worlds that feel closer to film than fleeting clips. His latest project The Gatekeepers, in collaboration with AllSaints, pushes the boundaries of what branded storytelling can achieve online. To dig deeper into his creative journey and future plans, we caught up with him for a Matt Baillie interview.
Your content has often been described as bold and cinematic. How did you first start carving out a unique space as a content creator?
Honestly, it has very silly beginnings. Me and my good friend and cinematographer Finn Boxer, started making ‘cinematic skits’, which very much tried to imitate some of the old kings of slapstick, like Charlie Chaplin, Laurel and Hardy, Buster Keaton, whilst somehow trying to link it back to fashion. For the most part this was for our own enjoyment and hopefully for other peoples. It was through these that I realised the ‘digital creator’ space can really be what you want it to be; if you have a platform, or are building one I think it’s important to do it in a way that you actually enjoy and in a way that you are actively learning new skills/styles; I think that’s what has happened here… maybe.
You’re known for building immersive, character-driven worlds on social platforms. What drew you to this style of storytelling, and why do you think it resonates so strongly with audiences?
I hope so! I still feel very much at the beginning of this style of story-telling, and I think that’s what this short series is about. How far can we push a narrative/a production, with it still being relevant and engaging for an online audience. I think I was drawn to this style of storytelling by old school advertising, and ‘the rug pull’ style of narrative. And why it appeals to audiences is up for debate, but I have to say I think there’s something quite hilarious about combining these obscure/comedy narratives with such care and passion for production value.
The Gatekeepers feels like a step up in scale and ambition. What motivated you to create a five-day social sitcom, and how does it push your craft forward?
My business partner Finn Boxer and I want to push far beyond the digital creator space. The Gatekeepers will be the first production under our new production company Baillie & Boxer, and we hope to take our ambitions for this project to short film, advertising, and hopefully one day cinema. Time will tell! But everything that we’re currently building/creating is with the hopes to carve a niche in narrative driven, cinematic advertising… we will see where we land.
Unlike traditional branded content, your projects feel like genuine stories. How do you approach turning a partnership, like the one with AllSaints, into something audiences want to follow?
I think partnerships with brands present unique opportunities in which you can pool resources to create something that all parties involved can be genuinely proud of, and that’s how we’ll always treat them. Working with AllSaints on this particular project is exactly that, and the trust that they have allowed us in terms of the creative, is one I can only say thank you for. Advertising in the old days was far from boring, and I think it’s enlightening when brands are willing to take risks in this regard.
You wrote, directed, produced, and performed as all five brothers in The Gatekeepers. How do you navigate wearing so many hats while keeping the series cohesive?
A perfectly balanced cocktail of planning everything to a tee, and completely accepting that the plan will fail in parts and you’ll have to re-adapt. And truthfully I cannot take the credit for all of these hats; everyone on this set went far beyond the requirements of their role, and it’s the team effort that made this so fun, and a project that is cohesive.
You built a bespoke set and worked with a full crew for this project. How important is investing in production value when making content for platforms often dominated by quick, low-budget clips?
Very important! Just because platforms are dominated by quick, low budget clips does in no way mean that you have to adhere to them and I think to some extent that putting time and effort into content creation can even mean that you may stand out from the rest.
Your work blends comedy, mystery, fashion, and performance. Do you see yourself more as a filmmaker, a performer, or a digital creator—or do those boundaries not really exist for you?
I’m honestly not sure. My ambitions are in line with filmmaking/performing, however I think I need a lot more to my roster before I’m confident in saying that’s what I am. A lot of the work I am currently doing is to reach beyond what being a ‘digital creator’ means, but in the same breath I’m very grateful that it’s through these platforms I’ve been able to reach an audience that appreciates the humour in which we approach these projects. We will see!
For more on how art and performance collide in East London, read our coverage of Shoreditch’s most exciting cultural events this year.
Looking forward, do you imagine expanding into longer-form projects like streaming or film, or do you think social platforms will remain the ultimate stage for your storytelling?
Longer form projects are absolutely the next step, and The Gatekeepers is the first step towards it.