Colorado Commercial Director
Heyyo, I’m Roo! I’m a 3x Emmy-nominated commercial and documentary director based in Boulder, Colorado.
My work follows people who care deeply and leans heavily into storytelling, emotion and the heart of the human condition.
I work with brands, agencies and producers to turn a creative brief into a film with a little heart. Bring your treatment or an early idea. We’ll figure out where the story wants to go.
Who I’ve Worked With
A few places these stories have gone.
3
Emmy Nominations
4M+
Organic views
100
AMC theater screenings
20+
Film festival screenings
10
Years making films
A few films to start with…
Everything you see here was produced and directed by me
The Films that Follow People
There’s always person at the center of my projects.
Sometimes it’s a founder, an athlete, a customer, a scientist or someone making something they care deeply for. I work across technology, finance, wellness, sport and other worlds but my job is to find the human thread and give it a clear visual direction.
A creative partner for your team.
Bring me in as director alongside your agency and producer, or let’s build the production together. I can develop the treatment, shape interviews and performances, and work with the camera and production teams to carry the idea through the shoot.
Colorado is home but good stories take me all over the world.
I’m based in Boulder and work with teams in Denver, across Colorado and further afield. If you’re bringing a production here, we can work through locations, the right crew and the practical details together.
How we’ll make it happen
1. Send me the idea.
A brief, a treatment, a conversation you keep coming back to. Share the audience, the timing and what you hope the film will do. We’ll talk through the creative and where I fit with your team.
2. Shape the film. Build the crew.
We agree on the treatment, responsibilities and production plan. I can join your existing crew or bring in collaborators for producing, camera, lighting, sound and styling. The story and scope determine the team.
3. Carry the idea through.
From the shoot into the edit, the creative needs a consistent point of view. I can lead post-production or collaborate with your editor. We plan the main film, shorter versions, reviews and delivery around your campaign.
I build the production around your project.
Every scope is custom so we can nail down creative, shoot days, crew, deliverables, licensing and post-production needs together.
Let’s Tell a Story People Remember!
Have something in mind? I’d love to hear it.
Send me your idea, timing and where the film will live. If you already have an agency, producer, treatment or budget range, include those too. We’ll work out a creative approach and the right role for me on your team.
My Blog
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5 Things Brands Should Look for in a Director
When you're an outdoor minded brand, your identity doesn’t just live in your product, it lives in the stories you tell. And in 2025, storytelling is everything. A single short film or campaign video can define how your audience perceives your values, your authenticity, and your purpose.
But too often, brands pour their budgets into gorgeous films that don’t land. They look great, sure - sweeping drone shots, golden-hour lighting, a voiceover about “the journey” but they don’t connect. They don’t get shared. And they don’t build long-term trust with the audience.
A big reason is brands are hiring the wrong creative leadership.
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Branded Documentaries Vs. Commercials
In marketing, storytelling isn’t a nice-to-have, it’s the foundation of connection. The most beloved brands in the space aren’t just known for their products. They’re known for their point of view. For the way they frame adventure. For the way they make people feel seen, inspired, and invited into something larger than themselves.
But here’s where things get tricky.
There’s more content than ever competing for attention. Scroll-stopping visuals are everywhere. “Authentic storytelling” has become a marketing buzzword. And outdoor brands are left asking:
What kind of content actually works?
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What Makes a Great Marketing Campaign?
In an era where people scroll faster than they think and skip ads without blinking, getting someone to not only pay attention to your campaign but to care about it is hard. Doing that as a brand is even harder. But it’s not impossible.
The strongest campaigns have a spark, a pulse, something that makes people stop. And that spark isn’t always the biggest budget or the flashiest celebrity. Often, it’s resonance. A deep alignment between what’s being shared and what people feel.
Good brand campaigns are simple at their core.
They find one clear feeling and build everything around that.