Mirada, Trailer Park Group’s entertainment innovation studio, has added director Pedro Giomi to its creative roster of talent. This marks Giomi’s first U.S. commercial representation as a solo director. He was formerly repped by Hungry Man as a member of the directing duo Amnesia. Globally Giomi is repped by Czar in the Netherlands and Brazil, Caviar in Belgium, Rebolucion in the U.K., Saigon in Mexico, and Caretello Directors internationally.
Giomi’s work has earned recognition and accolades from major international award shows, including Ciclope, D&AD, and Gold at Cannes Lions.
Giomi’s visionary film work has garnered much attention, including his revolutionary social film “Glitch,” out of BBDO Dusseldorf for the Alzheimer Forschung Initiative, which recently won a Silver and three Bronze honors at the Clio Awards. With the goal of targeting a younger audience, Giomi worked closely with doctors and patients on research over the course of six months to develop the “Datamosh” effect employed throughout the film, immersing viewers through first-person perspective in a heartbreakingly realistic and unique depiction of what it means to live with the disease.
Other recent work includes the outlandish and visually cutting-edge ad, “Questionable Laws,” exploring the cannabis laws debate. Created for Nowdays, in conjunction with AKQA’s Amsterdam, Los Angeles, and Sao Paulo offices, the spot was recognized with awards at Eurobest and 1.4 in the U.K. and has been shortlisted at several upcoming shows, including the ANDY Awards.
Born and raised in Sao Paulo, Brazil, Giomi began making his own films at an early age before attending film school. His official start in the business was directing fashion films for five years; and now more than a decade into his commercial career, Giomi has made a name for himself helming work for brands including Budweiser, Heinz, Valongo, Trident and Ford.
“What I love about Mirada is that they are looking ahead,” said Giomi. “They know the traditional ad space, but they’re also looking at other media solutions that other companies simply aren’t, largely because of their diverse background in animation, motion graphics, design, and effects. The work they’re doing is so interesting and eye-catching. I feel very aligned with everyone at Mirada. Just like it’s true that when you’re working on a project for a product or service you really believe in and connect to, it’s that much more powerful, joining a company that you believe in and connect to means you’ll make work that is that much better.”
Anna Joseph, EVP and executive producer at Mirada, added, “Pedro’s films, simply put, are cool! Every one of them is full of rich visual storytelling and art direction. Pedro has that natural ability for blending fantasy and visual effects seamlessly, to consistently elevate the story. Pedro joining could not be more perfect with Mirada’s team and history, and we are excited to be a part of this next chapter in his career.”
