Durable Goods adds director Christina Xing

(Director/Writer Xing brings talents to Durable Goods)

Durable Goods has signed director and editor Christina Xing for U.S. commercial representation. Studying filmmaking and perfecting her craft from a Gen-Z perspective has allowed her to develop a fresh vision for representing underrepresented voices in ways that reverberate with modern youth culture.

Just out of high school, her work drew early attention from top brands including Tinder, Budweiser, Snapchat and Crayola, and from music labels such as Sony Music and Terrible Records.

Her first musical featurette, How the Moon Fell From the Sky and No One Even Noticed, reached viral status internationally, leading to ’Semi-Finalist’ status for MACRO (the studio behind Oscar-nominated Fences) and The Black List’s episodic lab by age 19.


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“Christina brings a unique ability not only to create narratives that authentically resonate with Gen-Z audiences, but that deliver something unexpected through sophisticated cinematic influences,” notes Durable Goods executive producer, Rebecca Wray. “Her fresh perspective and passion for telling diverse stories is exactly what the advertising industry needs right now.”

“I’ve long admired the work of the Durable Goods’ directors from afar, and it’s a thrill to join a roster of such talented filmmakers,” adds Xing. “As a woman of color, partnering with an EP who has experienced the same perspective with such a depth of knowledge is such an inspiration for me. I’m thrilled to begin collaborating with Rebecca and the entire Durable Goods team.”

Raised in Birmingham, Alabama, Xing credits classic Americana and French New Wave cinema, as well as a background in theatre and orchestra, with inspiring her saturated surrealist lens and affinity toward nostalgia.

She graduated from the prestigious Interlochen Arts Academy for Motion Picture Arts high school in 2017, and the Art Centre College of Design with a B.F.A in Directing and Film Production in 2020.

Her work has been recognised in such top outlets as Paper Magazine, Billboard, the FADER, Refinery 29, TIDAL’S: Video of the Week, OUT Magazine, The Gay Times, and more.

She most recently won the award for Best Music Video at NFFTY in 2019, and has screened at several Oscar-qualifying film festivals all over the world. 


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Click here to view her work.

Reel 360 wishes the best of luck to Christina at Durable Goods.

SOURCE:  Durable Goods

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