PRETTYBIRD, the acclaimed production company led by Paul Hunter, Kerstin Emhoff, and Ali Brown, has announced the signing of award-winning director Goh Iromoto for commercial and music video representation in the U.S. and U.K.
Iromoto’s work is defined by poignant, evocative storytelling that places human connection at the forefront. Born to Japanese Canadian immigrant parents, Goh grew up traveling across Canada, developing an early curiosity about people and the world around him.
His background in Human Geography (B.A.) further deepened his ability to explore cultural nuances, identity, and shared human experiences—an approach that now fuels his cinematic storytelling. Fusing thoughtful cinematography with emotional depth, Goh’s films resonate with audiences by emphasizing authenticity, empathy, and visual artistry.
From the Super Bowl to Cannes Lions: A Rising Industry Powerhouse
Goh made waves in 2023 with “Forever” for The Farmer’s Dog, a deeply moving Super Bowl LVII commercial that was crowned USA Today’s Ad Meter #1 Super Bowl ad and earned an Emmy nomination for Outstanding Commercial.
He followed up with “Another Birthday” for Apple, a powerful real-life story about individuals whose lives were saved by Apple devices, further showcasing his ability to marry emotion with cinematic craft.
Ali Brown praised Goh’s unparalleled talent, “I remember seeing Goh’s work years ago and being struck by his incredible ability with talent. Every character and world he creates feels so real, it’s hard to tell what’s authentic and what’s crafted—it’s pure movie magic. He’s made me believe in the magic of cinema again. I’m thrilled to collaborate with someone who has such a clear creative vision and an innate ability to bring empathy to both his work and life.”
“PRETTYBIRD has long been home to some of the most visionary filmmakers in the industry, but what struck me most was the people—the kindness, the passion, the sheer heart that everyone brings to the table. Ali, Kerstin, Paul, and the entire team deeply invest 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 is something truly special. I feel incredibly grateful and look forward to growing alongside some of the greatest,” noted Iromoto.
A Cinematic Eye Sought by the World’s Biggest Brands
Goh’s ability to authentically capture human emotion has made him a go-to director for major global brands. His 2022 commercial, “The Name” for P&G, featuring a real-life mother and daughter, earned industry accolades for its authentic casting and performance direction. He has also worked with Toyota, Walmart, Publix, P&G, Sapporo, and Chevrolet, and was awarded a Cannes Lion for his casting work with Apple.
Goh joins a roster of diverse and visionary filmmakers, including Academy Award-winning duo Daniels, Janicza Bravo, and Tim & Eric.
With his unparalleled ability to capture the human spirit, Goh Iromoto is set to make an even greater impact in the world of commercial and branded storytelling—and PRETTYBIRD is the perfect creative home for this next chapter.
Reel 360 News wishes Goh the best of luck.
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