Ataboy Studios has brought director Andrew Gooi aboard its roster for U.S. representation spanning commercials and branded content. Prior to joining Ataboy, Gooi–who’s based in both Minneapolis and NYC–was working independently, with the director's projects in the advertising arena produced via his Gooi Films.
Gooi has collaborated with global brands including Uber Eats, Red Lobster, Popeyes and Panera Bread. He also directed, shot and edited an episode of HBO’s The Heart of Soba, narrated by Dune and Star Wars star Oscar Isaac, which earned a 2018 James Beard Award for Visual and Technical Excellence. At Ataboy, Gooi will be one of the first new directors to help the studio continue to expand into the food and beverage photography space. Gooi’s minute, observational directing style is born of his nontraditional background in civil engineering and endeavors to uncover the purpose and drive of a brand’s mission and translate it through artful visuals.
“I want the audience to feel like they’re right beside me visualizing what I see and feeling what the brand or story is about,” explained Gooi. “The analytic mindset I developed from civil engineering has definitely crossed over to my directing/cinematography work — as much as I am focused on making the shots look beautiful, how I evaluate and weigh each shot as part of the bigger picture and story is crucial. This mindset keeps me focused on the edit as well–capturing shots that have evergreen quality to the brand and that can translate across various media platforms.”
Gooi is also the founder and a contributing filmmaker of Food Talkies, a collection of short films that celebrate traditional cultural cuisines. This project, as well as his career path and lifelong love of food, was inspired by his relationship with his grandmother. Gooi used his filmmaking prowess to document his grandmother’s story through her cooking as a way to tangibly hold onto their memories. Since that first film, he has continued to devote himself to capturing diverse stories focused on preserving lost traditions through food.
Gooi cited Ataboy’s strength in VFX and animation as a huge incentive for him. “With VFX, it allows a production to innovate through the years, and I believe this applies across all industries,” he said.
Ataboy founder/creative director Vikkal Parikh assessed, “Andrew’s authentic and intimate approach to storytelling centered around food is what makes him stand out in this genre. Incorporating his culture and passion for food into the craft makes his content engaging and delicious to watch.”
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More