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PRETTYBIRD signs director Goh Iromoto for US & UK commercial representation
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Displaying an adept sense of poignant and evocative storytelling, Iromoto’s award-winning work emphasises empathy to tell unforgettable human stories.
PRETTYBIRD, the production company helmed by Paul Hunter, Kerstin Emhoff, and Ali Brown, announce that award-winning filmmaker Goh Iromoto has joined the roster for US & UK commercial and music video representation.
Born to immigrant parents who founded a Japanese Canadian newspaper company, Iromoto traveled across the vast country and cultivated his sense of curiosity from a young age. Receiving a B.A. in Human Geography further deepened his understanding and awareness of the diverse intricacies and nuances of human connection. Today, Iromoto focuses on filmmaking that stems from a place of empathy at its core, merged with thoughtful, beautiful cinematography that defines the ethos of his storytelling.
In 2023, Iromoto directed Forever for The Farmer’s Dog. The spot, which premiered during the LVII Super Bowl, was touted for its storytelling and sense of humanity. USA Today’s Ad Meter called it the Big Game’s Best Ad, in addition to receiving an Emmy Award nomination for Outstanding Commercial. Iromoto followed with a powerful film Another Birthday for Apple. The emotionally charged piece showcases the real-life stories of individuals whose lives were saved by Apple devices.
Ali Brown, President & EP, PRETTYBIRD said: “I remember seeing Goh’s work years ago and being struck by his incredible ability with talent. I believe every character and world he creates and can’t tell what’s real and what’s created, he’s made me believe in the magic of cinema again. I’m so thrilled to work with someone who has such a clear perspective creatively and who emanates empathy in his work and life.”
Goh Iromoto adds: “PRETTYBIRD has long been a home for some of the most visionary filmmakers and creative talent in the industry, but what struck me the most are the people, the kindness, the passion, the sheer heart that everyone brings to the table. Ali, Kerstin, Paul, and the entire team are deeply invested in the work and the people around them. To be surrounded by not only some of the best in production but also some of the best human beings, it’s something truly special. I feel incredibly grateful and look forward to growing alongside some of the greatest.”
Iromoto is a filmmaker driven by empathy, and his commitment to this devotion is what attracts top brands to continuously seek his cinematic eye. Iromoto’s skills as a multi-talented filmmaker also extend into casting, where he received a Cannes Lions for his work with Apple. His 2022 commercial The Name for P&G, which cast a real-life mother and daughter, earned recognition at various award shows for its authenticity and performance direction. Previous brand collaborations include Toyota, Walmart, Publix, P&G, Sapporo, and Chevrolet. At PRETTYBIRD, Iromoto joins a diverse roster of filmmakers including Academy Award-winning duo Daniels, Janicza Bravo, and Tim & Eric.
