Award-winning director Jonathan Gruber has joined MUGSY for exclusive representation. 

Gruber has been helming commercials, feature documentaries, corporate image pieces, non-profit videos, television shows, and web content for 25 years.

Known for both documentary and narrative storytelling, Gruber uses the word VICE to describe his filmmaking approach: Visceral, Immersive, Cinematic, Emotional. “I’m always going for those critical four elements, whether it’s a 30-second spot or a 90-minute film,” says Gruber.

“Jonathan brings a true filmmaking sensibility to every type of project he directs,” says MUGSY executive producer Sean Reilly. “He takes the time to get to know his subjects and subject matter, and that shows strongly in his films.”

As to his interview style, Gruber feels that for authenticity, “you have to spend time with people and give them the space to think and speak differently about things they have been telling the same way. If you can do that, you get responses from people that are fresh and powerful.” 

This approach has elicited emotional testimony from Hiroshima and Holocaust survivors, as well as many world leaders. Gruber is always looking to complement his thoughtful interviews with compelling imagery. “I want my work to have memorable visuals in addition to great storytelling.” 

Jonathan’s latest commercial project is a series of spots for PETA, focusing on animal cruelty. His commercial and corporate clients include Johnson & Johnson, Microsoft, GAP, Oracle, NYMEX, and the Leukemia & Lymphoma Society. His work for Operation Lifesaver on rail safety won a Best PSA award from the PR Society of America.

In the television world, Gruber has directed segments and episodes for History Channel, Discovery Networks, Travel Channel, and National Geographic Television. He has also had numerous feature documentaries air on PBS.

Gruber’s first feature film, Pola’s March, won the prestigious Crystal Heart Award at the Heartland Film Festival. His 2012 documentary, Follow Me: The Yoni Netanyahu Story, won Best Documentary at the Palm Beach International Film Festival. He is currently touring the festival circuit with his latest feature, Miriam Beerman: Expressing the Chaos.

Gruber has recently directed multiple pieces for Retro Report, a non-profit journalism organization whose videos are distributed by The New York Times. Stories have included the history of genetically modified foods, the North American electric grid, and the 1998 NFL draft. He is now working on a piece about Live Aid and philanthropy in the digital age.

MUGSY will be Gruber’s first commercial production company home, and he is excited about the new opportunities that this partnership will present. “I’ve been fortunate to have worked with many talented people in my career and know how important a good team is to bringing a client’s vision to life. With MUGSY’s creativity, professionalism, and good humor, I believe they are the right partner to help me tell stories with power and flair.” 

To view Jonathan’s reel, visit

MUGSY is the U.S. division of international production company Filmservice Productions, and maintains offices in New York, Los Angeles, Prague, Buenos Aires, and Moscow.