Serial Pictures has signed filmmaker Merawi Gerima for commercials, branded entertainment and music videos. This marks his first production company representation across these advertising and entertainment disciplines..
Already via Serial, Gerima has wrapped his first commercial, “Certified Lover Boy,” for Drake’s NOCTA X Nike line, launching the label’s custom AF1 in honor of Drake’s favorite childhood book “Love You Forever,” by Robert Munsch.
Born and raised in Washington, D.C., Gerima has seen his origin inform his work and his community-centered orientation. Gerima’s work focuses on going outside the boundaries of creative conventions to discover and cultivate an authentic storytelling accent.
Serial Pictures founding partner Violaine Etienne said of Gerima, “His work is evocative visually striking and sheds a light on important social issues. He is an important fresh artistic voice whom we are excited to introduce to the branded space.”
Gerima said, “Serial’s boutique, handcrafted, story-driven approach felt kindred from the outset. I’m proud to be working alongside some of the best producers and directors in the game.”
Residue, his hauntingly personal feature debut, was a communal endeavor shot in the neighborhood where Gerima grew up. Written and directed by Gerima, Residue follows aspiring filmmaker Jay (Obinna Nwachukwu) returning to his childhood neighborhood in Washington, D.C. that has been changed beyond his recognition. The film is an intense, thought-provoking, evocative and emotional story of social dislocation and broken lives set against the backdrop of gentrification in the District of Columbia.
Following its world premiere at the 2020 Slamdance Film Festival, Residue was honored with the festival’s Audience Award for Best Narrative Feature and the Acting Award for star Nwachukwu. Residue also was awarded Special Mention at the 77th Venice International Film Festival’s Giornate degli Autori and won the John Cassavettes Award at the 2021 Film Independent Spirit Awards. The film was later acquired by Ava DuVernay’s Array and is currently streaming on Netflix.
Gerima has since directed television episodes for The CW series Naomi and OWN Networks’ Cherish The Day, created and produced by DuVernay. He is currently in post on his first music video.
Gerima grew up immersed in film. Prior to attending USC’s School of Cinematic Arts (encouraged by mentor filmmaker Bradford Young), he spent his childhood on film sets and in editing rooms with his filmmaker parents Shirikiana Aina and Haile Gerima. These legendary filmmakers of the LA Rebellion film movement have won multiple international awards for their best-known films Sankofa, Ashes and Embers, and Teza. They and Merawi Gerima all support each other’s films and provide support for other independent filmmakers through their non-profit film company, Positive Productions Inc.
