)
Common People launches US production company
)
The award-winning UK production company expands its reach across the pond with Common People Studio US.
Award-winning UK production company Common People Studio is proud to announce its major expansion into the US with a new hub in Los Angeles, marking a significant step in the company’s global journey.
Common People Studio is best known for its culturally resonant, visually bold work. The US launch strengthens its position as a creative powerhouse across branded content, commercials, short films, and long-form storytelling.
Common People Studio US will be led by Executive Producers Drew DeGennaro and Renee Krumweide – seasoned production veterans with combined experience working with brands such as Nike, Google, Coca-Cola, Beats, Uniqlo, and Vans. DeGennaro brings a multidisciplinary background across stills, motion, post, and agency-side work, while Krumweide’s hybrid expertise spans advertising, production, and sales. Together, they bring complementary creative and commercial strengths to lead the company’s U.S. vision from New York and Los Angeles.
“The team at CMN PPL UK has built something rare; an operation rooted in care, taste, and trust,” says DeGennaro. “As we expand into the US, we’re proud to carry that spirit forward, knowing this market has its own rhythms. We’re here to earn trust, one relationship at a time.”
“There’s a new wave of boutique agencies and direct-to-brand teams that demand nimbleness and taste, not just execution,” adds Krumweide. “That’s where we thrive: scaling creative with integrity, always led by talent and culture.”
This expansion follows a year of meticulous groundwork. In 2025, Common People grew its US sales presence across the West, Midwest, and East, laying the foundation for the new division. The US launch also brings renewed momentum to its FUTURE CREA+IVES post division-focused on pioneering creative solutions, including AI – alongside its Common People Originals long-form arm and its acclaimed commercial and music video work.
The company’s leadership remains anchored by co-founders Tony Roberts and Ramy Dance in London. “Globalisation is key to success in an industry that’s expanding rapidly in some areas while becoming increasingly complex in others,” says Roberts. “With robust UK and US rosters, our FUTURE CREA+IVES collective, and long-form capabilities, we’re ready to break new ground with bold, forward-thinking clients,” says Dance.
Common People US’s directing slate includes Runar Ingi, Lee Einhorn, Johan Anderson, Natalie Johns, Luke Monaghan, and Angela Ricciardi, curated for cultural acuity and creative agility.
Common People US is represented by Devine on the West Coast, Helen O’Brien in the Midwest, and Laura Dane on the East Coast, with Jen Herrera Richter leading representation for music videos.
