PRETTYBIRD, the production company helmed by Paul Hunter, Kerstin Emhoff and Ali Brown, has added award-winning filmmaker Goh Iromoto to its roster for commercial and music video representation in the U.S. and U.K.
Born to immigrant parents who founded a Japanese Canadian newspaper company, Goh traveled across the vast country and cultivated his sense of curiosity from a young age. Receiving a B.A. in Human Geography further deepened his understanding and awareness of the diverse intricacies and nuances of human connection. Today, Goh focuses on filmmaking that stems from a place of empathy at its core, merged with thoughtful, beautiful cinematography that defines the ethos of his storytelling.
In 2023, Goh directed “Forever” for The Farmer’s Dog back when he was at Sanctuary Content, his roost prior to joining PRETTYBIRD. The spot, which premiered during Super Bowl LVII, was touted for its storytelling and sense of humanity, showing the bond between a girl and her dog over the years. USA Today’s Ad Meter called it the Big Game’s Best Ad that year. “Forever” also went on to earn a primetime commercial Emmy Award nomination. Goh followed with a powerful film, “Another Birthday” for Apple. The emotionally charged piece showcases the real-life stories of individuals whose lives were saved by Apple devices.
Brown, president and executive producer, PRETTYBIRD, said, “I remember seeing Goh’s work years ago and being struck by his incredible ability with talent. I believe every character and world he creates and can’t tell what’s real and what’s created–he’s made me believe in the magic of cinema again. I’m so thrilled to work with someone who has such a clear perspective creatively and who emanates empathy in his work and life.”
Iromoto said, “PRETTYBIRD has long been a home for some of the most visionary filmmakers and creative talent in the industry, but what struck me the most are the people–the kindness, the passion, the sheer heart that everyone brings to the table. Ali, Kerstin, Paul, and the entire team are deeply invested 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–it’s something truly special. I feel incredibly grateful and look forward to growing alongside some of the greatest.”
Goh is a filmmaker driven by empathy, and his commitment to this devotion is what attracts brands to continuously seek his cinematic eye. Goh’s skills as a multi-talented filmmaker also extend into casting, where he received a Cannes Lions for his work with Apple. His 2022 commercial “The Name” for Procter & Gamble in honor of AAPI Month cast a real-life mother and daughter, earning recognition at various award shows for its authenticity and performance direction. “The Name” also earned SHOOT Top Spot of the Week distinction. Previous brand collaborations include Toyota, Walmart, Publix, Sapporo, and Chevrolet. At PRETTYBIRD, Goh joins a diverse roster of filmmakers including Janicza Bravo, Tim & Eric, and the Academy Award-winning duo Daniels (Everything Everywhere All at Once).
