Creative production studio Whiskey Bear has signed rising director Ash Xu to its roster, marking a strategic expansion of the company’s next-gen creative talent. Known for her kinetic visual style and cultural fluency, Xu brings a dynamic, digital-native perspective shaped by her breakout work with brands like NYX Cosmetics, Toyota, and Taco Bell.
Xu’s journey to commercial filmmaking is a modern one: as a film student during the pandemic, she began creating content from her Northwestern dorm room, eventually amassing a sizable online following through TikTok and other platforms. Her vibrant storytelling style and DIY sensibility quickly caught the attention of global brands—and now, the team at Whiskey Bear.
“The explosive expansion of social media really allowed people like me—without industry connections—to show our passion and gain access,” said Xu. “I half fell into advertising, half fell in love with it. And working with Whiskey Bear just feels like the right next step.”
Whiskey Bear, co-founded by Executive Producer Ben J. Murphy and Head of Production Michael Tamburrino, is known for repping multi-hyphenate directors who merge storytelling with striking visuals and cultural intuition. Murphy notes that Xu’s rare mix of director, cinematographer, and creative director aligns perfectly with the company’s vision.
“From the start, we’ve focused on content people are actually engaging with—where they live, scroll, and connect,” shared Murphy. “Ash creates beautiful content with an attitude and energy that draws people in. She’s exactly the kind of bold, curious creative we love working with.”
Tamburrino, a former agent at Gersh, first discovered Xu’s work on TikTok. He was immediately struck by her originality and ability to connect emotionally with audiences in just seconds—skills increasingly vital in today’s ever-shifting media landscape.
Whiskey Bear, founded in 2020, continues to operate as a tight-knit family of filmmakers, producers, and creative thinkers dedicated to craft and character. The team recently wrapped their debut indie feature, Molli and Max in the Future, which premiered at SXSW and blends practical effects with cutting-edge technology like Unreal Engine and LED volume capture.
“You can’t live in just one space as a creative studio anymore,” said Murphy. “We love the immediacy of shortform and the depth of longform equally. With Ash, we’re building on that dual passion—her voice is fresh, fearless, and incredibly versatile.”
Xu’s signing underscores Whiskey Bear’s continued focus on discovering and nurturing emerging voices while helping them scale across formats, from social to cinematic.
“What drew me to Whiskey Bear was how much they value collaboration and hybrid creators,” added Xu. “That mindset is rare, and I’m thrilled to be joining this team.”
Reel 360 News wishes Xu the best of luck at Whiskey Bear.
Creative production studio Whiskey Bear has signed rising director Ash Xu to its roster, marking a strategic expansion of the company’s next-gen creative talent. Known for her kinetic visual style and cultural fluency, Xu brings a dynamic, digital-native perspective shaped by her breakout work with brands like NYX Cosmetics, Toyota, and Taco Bell.
Xu’s journey to commercial filmmaking is a modern one: as a film student during the pandemic, she began creating content from her Northwestern dorm room, eventually amassing a sizable online following through TikTok and other platforms. Her vibrant storytelling style and DIY sensibility quickly caught the attention of global brands—and now, the team at Whiskey Bear.
“The explosive expansion of social media really allowed people like me—without industry connections—to show our passion and gain access,” said Xu. “I half fell into advertising, half fell in love with it. And working with Whiskey Bear just feels like the right next step.”
Whiskey Bear, co-founded by Executive Producer Ben J. Murphy and Head of Production Michael Tamburrino, is known for repping multi-hyphenate directors who merge storytelling with striking visuals and cultural intuition. Murphy notes that Xu’s rare mix of director, cinematographer, and creative director aligns perfectly with the company’s vision.
“From the start, we’ve focused on content people are actually engaging with—where they live, scroll, and connect,” shared Murphy. “Ash creates beautiful content with an attitude and energy that draws people in. She’s exactly the kind of bold, curious creative we love working with.”
Tamburrino, a former agent at Gersh, first discovered Xu’s work on TikTok. He was immediately struck by her originality and ability to connect emotionally with audiences in just seconds—skills increasingly vital in today’s ever-shifting media landscape.
Whiskey Bear, founded in 2020, continues to operate as a tight-knit family of filmmakers, producers, and creative thinkers dedicated to craft and character. The team recently wrapped their debut indie feature, Molli and Max in the Future, which premiered at SXSW and blends practical effects with cutting-edge technology like Unreal Engine and LED volume capture.
“You can’t live in just one space as a creative studio anymore,” said Murphy. “We love the immediacy of shortform and the depth of longform equally. With Ash, we’re building on that dual passion—her voice is fresh, fearless, and incredibly versatile.”
Xu’s signing underscores Whiskey Bear’s continued focus on discovering and nurturing emerging voices while helping them scale across formats, from social to cinematic.
“What drew me to Whiskey Bear was how much they value collaboration and hybrid creators,” added Xu. “That mindset is rare, and I’m thrilled to be joining this team.”
Reel 360 News wishes Xu the best of luck at Whiskey Bear.
