RadicalMedia has added director Lena Beug to its roster for U.S. representation in commercials.
Beug has made her mark across the spotmaking and branded content space, with a portfolio that seamlessly blends authentic, character-driven storytelling, humor, relatability, and striking visuals. She has directed campaigns for brands such as Google, Walmart, HP, Honda, GMC, Toyota, and McDonald’s. Notable projects include “Certified Story Time” for GMC, “What Do You Think Will Happen?” for the Road Safety Authority, “Meet Emma” for eBay, and “Family” for Vodafone. Among her other credits are campaigns for Google and Walmart, as well as a short film titled For the Love of Gabrielle for Harper’s Bazaar. Beug’s “What’s Love” campaign for the Los Angeles LGBT Center earned a Silver Cube at the ADC Awards. Prior to joining RadicalMedia, Beug had been repped by Station Film.
“Lena has a keen understanding of storytelling, using humor and sharp observations to create work that resonates,” said Frank Scherma, president and co-founder of RadicalMedia. “Her ability to craft narratives with depth and originality makes her an exciting addition to our team. We’re looking forward to what’s ahead.”
Originally from the west of Ireland, Beug began her studies at Trinity College in Dublin, and then subsequently focused on painting at the National College of Art and Design. She later moved to New York, where she began her career at MTV, quickly gaining recognition for inventive characters like Intro Guy and Chunky Pam, the latter of which went viral before “viral” was even a concept. After winning Best New Director at the Shark Awards, she transitioned into commercial directing and has since worked extensively across the U.S., Canada, and Ireland. She is an alum of SHOOT’s 2006 New Directors Showcase.
“I’ve always admired RadicalMedia for its forward-thinking approach,” said Beug. “They’ve built an impressive legacy across commercials, television, and documentary work while continuing to push creative boundaries. I’m excited to join their roster and collaborate on compelling new projects.”
