Sibling Films--part of the New York and L.A.-based brand studio and production company Sibling Rivalry--has added Angie Su to its roster of directors. This follows her 2023 partnership with the production company as part of the Commercial Directors Diversity Program.

Born in China and based in Los Angeles, Su has worked with brands and artists such as Pepsi, Pizza Hut, Huawei, Vivo, cellist Lynn Harrell, Chinese singer, songwriter and actress Chris Lee, and Chinese actress and singer Zi Yang, to name a few.

Su’s film work often moves beyond the visual into technologically oriented immersive installations that incorporate multisensorial, futuristic elements, enveloping the viewer in innovative new ways. Her experimental short film The Sun, for example, utilizes the sense of smell to create unique sensations for the audience throughout the viewing process.

Su predicted that the future of TV commercials will be far more driven by emotion--and in the age of skippable videos and ad blockers, the format certainly needs a shakeup. “I think commercials are going to be much more experience-oriented: they’ll evolve to be not only visual but tap into other senses too,” said Su. “My goal is to make a TV commercial that’s totally immersive; tapping into the possibilities of tech in a way that’s really interesting and allows for a truly emotional individual experience.”

She continued, “I always want to try something different and move away from the typical approaches to narrating a story. Inviting technology into the process to access multiple senses is configured into my philosophy and even the aesthetics of my characters--and that’s definitely possible, even within the constraints of a TV spot.”

Darren Foldes, partner and managing director at Sibling Films, said, “Angie loves starting with a simple, yet intriguing concept and weaving in her signature bold vision. She is well equipped to turn good into great and great into extraordinary. The rich imagery she creates and her boundless imagination will be imprinted in your memory.”