Believe Media has added director Hoj Jomehri to its roster for U.S. representation. Jomehri’s directorial credits include campaigns for Google Next, NBA 2K and Airbnb. For the latter, he recently wrapped an extensive campaign delving into the individual stories of hosts around the globe.
Jomehri is also in the process of making a film titled Spout about his immigrant story which follows the transition as a child from his native Iran to the U.S., and the merging of his Persian and American cultures. Throughout his life and work, Jomehri has never forgotten the feeling of being an outsider, drawn to characters and stories that help us see things as others do.
Beyond a filmmaking pedigree, Jomehri also brings agency creative chops to Believe along with a reputation as a musician and DJ. He is a fixture in the international dance music community and has toured the globe to play at celebrated clubs and festivals worldwide.
On the agency creative side Jomehri’s notable exploits include his tenure at TBWAChiatDay in NY; there he served, for example, as associate creative director/art director on ABSOLUT Vodka’s “Anthem,” which earned a primetime commercial Emmy nomination in 2010. The spot was directed by MJZ’s Rupert Sanders. Jomehri served as a creative director on the ABSOLUT account at TBWAChiatDay. He also was a creative director at Crispin Porter+Bogusky LA where his credits included Turkish Airlines’ “Kobe vs. Messi: The Selfie Shootout” commercial–directed by Joseph Kahn–which garnered distinction from voting YouTubers as YouTube’s “Ad of the Decade.”
Jomehri’s early agency experience included AKQA in San Francisco where he was instrumental in creating story-driven digital content and groundbreaking interactive films for brands like Nike and Xbox. In 2008 Jomehri made his first foray into directing–a Nike Football U.K. digital marketing campaign through AKQA where he was a creative lead and motion graphics designer at the time.
For a stretch, Jomehri was half of So & So, a duo with his writer/partner/wife Sue Anderson. They used the So & So moniker on personal projects and later when working directly with brands. Anderson was the writer, Jomehri the director. When they formed their own company, they called it So & So, focusing on nose-to-tail creative solutions for brands like Google Nest, Netflix and Allbirds. Prior to forming the So & So shop, Jomehri directed a music video through production house Heresy for a band called Hey Violet.
“Hoj is a storyteller with a keen eye for character and visual texture, which brings the viewer viscerally into his films,” said Believe co-founder/executive producer Liz Silver. “Through his storytelling, he takes the audience to a deeper place.”
Marc Benardout, EP of Believe’s L.A. office, added, “Hoj connects immediately, from his demeanor to the sartorial elegance of his work. We are very excited to welcome Hoj to the Believe family.”
Jomehri shared, “Believe’s approach to work and to life is authentic, artful, and human. I feel at home here.”
