Parris Goebel has joined Merman for commercial directing representation in the United States and United Kingdom. The signing marks Goebel’s first commercial directing representation and signals a broader move into advertising for the internationally celebrated dancer, choreographer and filmmaker.
Goebel has worked with artists including Lady Gaga, Rihanna, Karol G, Jennifer Lopez and Justin Bieber, as well as Cirque du Soleil. At Merman, she will direct commercials, branded entertainment and music videos.
The global production company, which operates from Los Angeles, New York and London, was co-founded by actor, writer and executive producer Sharon Horgan.
Goebel’s relationship with Merman began through two recent Lady Gaga projects produced by the company.
She directed Runway, a Lady Gaga and Doechii music video tied to The Devil Wears Prada 2, as well as the Gold Lion-winning Abracadabra Fan Edit for Lady Gaga and Mastercard.
The collaborations led to a working relationship that generated viral attention and multiple awards and nominations across advertising and music video.
“Movement is how I express myself and share my stories,” Goebel said. “I see directing as an extension of that expression and my creativity, taking the same inspiration and spectacle that I bring to a Super Bowl halftime show or world stage tour to a different audience.”
Goebel said she has long wanted to expand further into advertising and help shape brand identities with the same creative approach she brings to artists and live performance.
“I’m so happy to do that with Merman,” she added. “On our past projects, they understood and trusted my vision, and gave me the space and support to create it in the best way possible. I’m excited to see what else we can create together.”
A Movement-Driven Approach to Directing
Merman Global Managing Director Kira Carstensen described Goebel as an artist whose influence extends across every creative department.
“She understands the power of movement- movement of performers, camera, set design, costume, lighting – and how together they create a holistic and emotional experience for an audience,” Carstensen said. “We could not be more excited to bring her vision to our brand and agency partners.”
Siobhan Murphy, Merman partner and executive producer, called the signing a landmark moment for both Goebel and the company.
“Welcoming Parris Goebel to her first-ever production company home is nothing short of an honor,” Murphy said. “She is a creative force who has redefined what movement, storytelling and staging can look like through her pioneering lens.”
Murphy added that Merman looks forward to connecting Goebel with global brands capable of matching the scale of her creative ambition.
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Goebel’s career includes choreography for some of the largest live entertainment events in the world.
She choreographed the 2020 Super Bowl LIV halftime show featuring Jennifer Lopez and Shakira, as well as Rihanna’s 2023 Super Bowl LVII performance, which included 280 dancers.
In 2024, she served as artistic director for Vogue World: Paris.
Her television work has earned multiple Primetime Emmy Award nominations and wins for Outstanding Choreography for Variety or Reality Programming.
With Merman, Goebel will now bring that experience in movement, performance and spectacle to a wider range of commercial and branded projects.
The signing expands Merman’s roster with a director whose work sits at the intersection of choreography, fashion, music, culture and visual storytelling.
Reel 360 News wishes Parris the best of luck at Merman.
