Multi-hyphenate director/writer/production designer Josh Locy has joined Chelsea for global commercial representation, directing Canadian clothing brand Roots’ “Seth Rogen: Anything Roots” as a debut campaign. Rogen stars as Roots’ holiday concierge offering advice on gifting ideas.
This marks Locy’s first representation in the ad market as a director. Chelsea is regarded in the industry for its commitment to launching directors in the brand arena and offering them longterm creative management. Locy comes to Chelsea following an over-decade-long collaboration with director David Gordon Green which started when he served as his assistant on Pineapple Express. Locy went on to art direct two of long-time Chelsea director Green’s subsequent feature films, Prince Avalanche and Manglehorn, which enhanced his ability to communicate mood and narrative through production design. Since then, Locy was brought on as a staff writer on Green and Danny McBride’s hit HBO series, The Righteous Gemstones. In advertising, Locy’s art directing credits include iconic commercials like Tom Kuntz’s Old Spice “Smell Like a Man” series and production design credits for brands including Nike, Walmart, KFC, and Mountain Dew.
Locy described Chelsea owner and president Lisa Mehling and her team as “luminaries in the field. They are the gold standard for excellence, not only in the final product, but also in how they go about their process–always working with integrity, care, and support. I look forward to making work that aims high in the same ways.”
Locy was a MacDowell fellow and, in 2016, wrote and directed his first feature film, Hunter Gatherer, which won a jury award at SXSW and was nominated for an Independent Spirit Award. Most recently, he directed and co-wrote the short film Potato Potato which has screened across the country, making audiences groan, guffaw, and laugh.
Mehling remarked, “Josh is an exceptional filmmaker and rising star. I’ve known him for years through his collaborations with David Gordon Green, and I’m thrilled to welcome him to Chelsea. With a range of killer skills–from directing performance to production design and writing–Josh employs throughout his work a fine-tuned ear for comedic timing that is infused with aesthetic originality. I have no doubt Josh will rise to the top, and I know we’ll have fun getting there.”
