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Whiskey Bear welcomes director Ash Xu
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The multi-hyphenate filmmaker joins the creative studio’s dynamic roster, bringing a fresh, bold vision to branded content and beyond.
Creative production studio Whiskey Bear announce the signing of director Ash Xu to its growing roster of eclectic and visionary storytellers.
A next-generation filmmaker, Xu has already made waves with her bold, pop-forward commercials for brands including NYX Cosmetics, Toyota, and Taco Bell, earning millions of views and a devoted online following.
Originally emerging from a Northwestern dorm room during the height of the pandemic, Xu’s distinct visual voice and passion for storytelling found rapid resonance on social media. Her self-made content, created without formal industry connections, opened doors to brand partnerships and a thriving commercial career.
“The explosive expansion of social media really allowed people like me, without industry connections, to show our passion and gain access,” says Xu. “I half fell into advertising, half fell in love with it. The process and variety is massively appealing as a creator, and I am grateful for the opportunities and experiences that I’ve enjoyed so far.”
Xu’s passion for filmmaking is matched by a joyful, hands-on approach to collaboration, one of the reasons she’s joining Whiskey Bear for this next chapter. “When I met with Whiskey Bear, it was clear that they are incredibly knowledgeable about the industry, and that they have massive respect for the process,” she explains. “I really felt like they understood the value of being a hybrid director and creator. I love the collaborative space that comes with working alongside other creatives, so I’m very happy to be taking this next step.”
Founder and Executive Producer Ben J. Murphy notes, “We’ve always looked for directors who do more than just one discipline, and Ash is a perfect example of that. She’s a director, cinematographer and creative director in one. She creates beautiful content, but also brings an incredible attitude that draws people in. It’s exciting to work with ambitious, curious people like her, and we’re looking forward to supporting her continued growth.”
Xu’s signing also reflects Whiskey Bear’s broader mission: to support a diverse range of artists creating bold ideas, striking visuals, and culturally resonant stories. Head of Production Michael Tamburrino, who discovered Xu’s work on TikTok, was immediately struck by her originality. “Ash has a unique ability to connect with audiences,” he says. “Her work is fresh, exciting, and emotionally intuitive, it felt like a natural fit for the creative culture we’ve built here.”
Founded in 2020 by lifelong friends Murphy and Tamburrino, Whiskey Bear is grounded in a shared passion for storytelling. With experience spanning both production and talent representation, the duo bring a unique dual perspective to the industry. The company operates across commercials, branded content, experiential projects, and longform storytelling.
Whiskey Bear’s inaugural feature, Molli and Max In The Future, premiered at SXSW and is now available on major streaming platforms. A sci-fi romantic comedy crafted using a blend of retro practical effects and cutting-edge digital tools, it epitomises the studio’s creative ethos: grounded in craftsmanship, elevated by imagination.
“Our approach is personal and hands-on,” adds Tamburrino. “Whether we’re producing a large-scale campaign or a nimble, quick-turnaround piece, we bring the same level of artistry and attention to every project.”
As Xu continues to develop work across commercials and longform projects, she brings with her a distinct visual identity, a community-driven ethos, and a generation-defining creative lens. Together with Whiskey Bear, she’s poised to shape the future of storytelling, one bold frame at a time.
