Framestore Pictures Adds Directors Rich Lee, Jennifer Stafford
Rich Lee
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Framestore Pictures (FSP) has bolstered its roster with the addition of two directors, Rich Lee and Jennifer Stafford.  Both will be repped by FSP in North America and the U.K. This caps off a year of growth, including the addition of executive producer Michel Waxman, director and DP Ivan Bird, and a succession of projects for brands including Jeep, Dodge, Kohler, and Nintendo.

Since its launch in 2015, Framestore Pictures has created a unique offering, representing leading directorial talent, in addition to providing premier VFX resources, collaborating in lock step from pitch to final delivery.

Director Lee’s world-building visual narrative and love of VFX, emerging tech and virtual production spans music videos, commercials, film and TV.  Lee has a background as a sculptor and fabricator for Broadway productions and spent time as an Imagineer at Disney. From there he went on to supervise pre vis for numerous feature films. Lee’s work is noted for its visual creativity and his ability to humanize the storytelling.  He has directed over 50 celebrities for both brands and music videos, including George Clooney, Eminem, Justin Timberlake and Jennifer Lopez.  Some of Lee’s notable projects include Adobe’s “Create What’s True to You” collaboration with Billie Eilish, Down Syndrome organization Coordown’s multi award-winning “The Hiring Chain” (which earned SHOOT Top Spot of the Week distinction in 2021), and commercials for Hyundai, Uber and Samsung, as well as his first project with Framestore Pictures for Toyota, in collaboration with Saatchi & Saatchi. His past production company affiliations in the U.S. include Native Content. Lee is an alum of SHOOT’s 2008 New Directors Showcase.

“I love to mix creative and technology and can’t think of a better place to do that than with FSP. Framestore has always been one of my favorite VFX shops so having that partnership is incredible,” said Lee.  “I want to be at a place that can nurture my creative storytelling side and my technology and VFX side. I love being on the forefront of tech and how to use it to tell stories. Seeing the work that has been coming out of FSP and where my body of work has been headed, it just feels like a natural fit.”

Director Stafford cut her teeth making badass films at Red Bull Media House. Driven by a love of exploring people and cultures, she excels at creating emotional connections with cinematic scope. Showcasing both the relatable and awe-inspiring prowess of everyday people and world-class athletes, her observational eye for cinematography elevates the simplest human moments.

“I am thrilled to join the gifted group of directors at Framestore Pictures,” said Stafford.  “The synergy between my filmmaking style and Jen [FSP managing director Jennifer Siegel] and Michel [EP Waxman] has been clear since our first meeting. The work and technical prowess coming out of Framestore Pictures is leading our industry to a higher standard and I look forward to continuing that trajectory together.”

Stafford’s collaborators include Zion Williams, Brandon Ingram, Sue Bird and Brianna Stewart.  Stafford has directed a range of work for brands such as Hulu, Chipotle, the Seattle Seahawks, Oura Ring and the Special Olympics. In 2020, she directed the Emmy Award-winning short ‘One Shot’ about motocross rider Tyler Bereman, captured in one epic take. Her most recent project was for Domino’s with the agency Work In Progress. 

“2022 was a turning point for Framestore Pictures,” said Siegel. “Michel brought new energy and has helped us make significant strides, while signing Rich and Jen has solidified our position as a leader in the space.  Their skills and expertise will undoubtedly bring a fresh perspective as we continue to create compelling and innovative content for our clients. We are excited to continue building on this momentum in the year ahead.”

Framestore Pictures is represented by Barrie Isaacson Management in the East Coast, Collective Management in the Midwest and Bueno on the West Coast.

Framestore Pictures has offices in London, New York, Los Angeles and Chicago.


Client Coordown Agency SMALL, New York Luca Pannese, Luca Lorenzini, executive creative directors. Production Indiana Production, Milan, Italy Rich Lee, director; Christopher Probst, ASC, DP & colorist; Karim Bartoletti, exec producer; Silvia Bergamaschi, sr. producer; Pablo Casula, production manager. Editorial Luca Angeleri, editor. Postproduction Drive Studios Justin Diener, Ned Brown, exec producers; Louise Lee, creative supervisor; Anika Morris, staff artist; Ben Thornburg, online editor; Silswarup Patelo, additional compositor; Leah Fuentes, studio coordinator. Original Music Alessandro Cristofori and Diego Perugini for Stabbiolo Music. Vocals Sting, who appears courtesy of Cherrytree/A&M Records. Sting’s vocals produced by Martin Kierszenbaum and edited by Tony Lake. Website Adoratorio Studio and Niccolò Miranda


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