Boutique live-action production company Rakish has added director Chris Woods to its roster for U.S. commercial representation. Woods is a Cannes Lions-winning director whose efforts for such brands as Firestone, Skittles, Braun and Georgia Lottery, among others, fuses an eclectic comedic repertoire with stylized art direction. 

Woods’ natural sensibility for comedic timing in tandem with his heightened visual approach continues to evolve with his latest work for Pathways to Education, a Canadian nonprofit. The Pathways to Education piece reflects a new visual style for Woods, combining an emotional message with epic visual effects.  

Producing the Pathways to Education project was Scouts Honour, a production company which continues to handle Woods in Canada. Prior to joining the L.A.-based Rakish, Woods was repped in the U.S. ad market by Hungry Man.

Rakish EP Brad Johns cited Pathways as a great example of Woods’ “versatility, individuality and taste level. It excites us that he is able to bring this to each creative brief across genres. His work consistently straddles the conceptual and artistic visual approach, and we’re challenging him to push on and become one of the best comedic/visual storytellers in the industry”. 

Woods began his career as a still photographer, channeling his love for skateboarding to capture stylized shots that quickly earned attention amongst both the skate and photography culture. As his work began to get published, he continued to hone his skills as a portrait photographer, organically transitioning to professionally commissioned work for the likes of Rolling Stone and SPIN as well as commercial clients including Nike and Apple. As he further developed his visual aesthetic, he transitioned into motion, directing his first commercial for Bell Canada that earned numerous awards and international industry acclaim. Narrowing in on commercial directing, he has worked with top celebrities, musicians, athletes and has helmed high-profile campaigns including multiple Super Bowl spots.