Martin Herlihy’s first question about a project is a practical one. How do you make sure the joke lands? The comedian, writer, actor and director is bringing that focus to Gifted Youth, which has signed him for U.S. commercial representation. The move follows his recent work directing J.Crew’s “We Take Suiting Seriously” campaign film.
Herlihy is one-third of Please Don’t Destroy, alongside Ben Marshall and John Higgins. The trio built a following through internet sketches before bringing their escalating absurdity and anxious energy to Saturday Night Live. Their film work includes Please Don’t Destroy: The Treasure of Foggy Mountain.
During five years as an SNL writer, Herlihy developed an interest in what happened after the script was finished. Encouraged by Lorne Michaels to direct, he began directing sketches and spending time in the editing room, studying how performances, timing and individual choices affected the response to a joke.
For J.Crew, he brought the frenetic, naturalistic comedy associated with Please Don’t Destroy into a more stylized setting suited to the brand.
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“Each project demands its own style, but my first thought is always ‘how can I make sure this joke lands?’” Herlihy said. “My goal is to deliver big, silly comedy in packages that feel personal and unique.”
He sees an appetite for that approach among younger audiences, particularly in advertising.
“I think Gen Z is hungry for goofy comedy, and it also needs to feel authored and made by humans,” he said. “That, I think, is especially true of commercials.”
His reasons for joining Gifted Youth also included a grooming incentive. “Gifted Youth is the perfect fit for this and for my next chapter; plus Jake Szymanski told me he’d share his secret for growing that mustache.”
Gifted Youth executive producer Josh Morse said Herlihy’s ability to shape chaos into comedy made him a strong addition to the roster. “He’s a comic force, and he’s extremely dedicated to his craft,” Morse said. “We’re excited to build on his recent work with J.Crew, and bring his unique brand of humor to brands and agencies.”
REEL 360 News wishes Martin the best of luck at Gifted Youth.
