Imposter Signs Dynamic Director Duo, The Kummerl Twins, to its Roster

Apr. 03, 2025

Imposter is thrilled to announce the signing of Kayla and Krista Kummerl, better known as the Kummerl Twins, to its distinguished roster of directors. With a bold visual style, a dedication to cultural authenticity, and a deep-rooted understanding of gen z, the Kummerl Twins are poised to become a powerful creative force in the world of advertising and branded content. 

As fraternal twins with distinct, yet complementary, creative talents, Kayla and Krista’s synergy creates an unmistakable force. Raised in a Korean-Hispanic household, their heritage plays an essential role in shaping their vision. Blending rich cultural influences with a sharp generational outlook, the duo have produced a body of work that resonates with today’s youth, while also speaking to a broader audience with authenticity and passion.

The Twins’ journey into directing has been anything but traditional. Both starting out in the commercial world as production designers, they had the opportunity to work on hundreds of shoots. During this time they gained invaluable insight into the intricacies of production, the importance of visual storytelling, and how to translate a creative vision into reality. However, it was always clear to them that their future lay behind the camera, not just supporting the vision but driving it themselves. They just had to take the leap. 

Once they got their hands on a camera, the Kummerl Twins developed a signature visual style that sets them apart in the world of commercial storytelling. With roots in theatre and a background in production design, their work is marked by a rich use of colour, precise composition, and a knack for transforming the ordinary into the extraordinary. Whether it’s a commercial for a global brand or a piece of branded content, every frame feels meticulously crafted but always undeniably fresh and dynamic.

The Kummerl Twins have directed campaigns for major brands like Instagram, Walmart, and Corona, each time blending striking visuals with youth-driven storytelling. Their ability to craft narratives that speak to the essence of their generation has garnered them a reputation for pushing the envelope in terms of both style and substance. Their work doesn’t just reflect the culture—it shapes it, tapping into the raw energy of how people live, love, and engage in today’s hyper-connected world.

At the heart of the Kummerl Twins’ creative process is their commitment to authenticity.

The sisters said:

"We’re Gen Z — why wouldn’t we tell our own story? We’re done with the watered-down, secondhand versions of our generation. Our work is inspired by the real stuff: our friends, our feeds, the unfiltered energy of how we live. We take that rawness and turn it into something loud, honest, and cinematic. We’re not just reflecting the culture — we’re shaping it.”

 

This innate understanding of what drives youth culture, combined with their sharp eye for detail and style, makes the Kummerl Twins not just another commercial directing duo, but one that is ready to engage with audiences in meaningful ways. 

Imposter, known for its progressive approach to talent and innovation, is proud to add the duo to its roster. This signing represents a significant moment in the company’s growth, as it continues to bring on directors who aren’t just talented, but have the ability to redefine the way brands engage with their audiences. 

Avtar Kay, managing director and executive producer at Imposter said:

"We’re thrilled to welcome the Kummerl Twins to our roster. These two aren’t just culturally fluent, they’re wildly talented. Their work is always pushing boundaries without losing the human touch and collaborative spirit. They can run circles around the old guard – and they’re just getting started!"

 

The Kummerl Twins’ signing also comes at a time when Imposter is expanding its reach and continuing to develop high-calibre talent that challenges the status quo. With their fresh perspective, dedication to pushing boundaries, and ability to connect with a diverse range of audiences, the Kummerl Twins are poised to make an enormous impact in both the commercial and entertainment sectors.

Already hard at work on several exciting projects in post-production, they are currently developing commercial work for major brands such as Hippeas, Fortnite, and Meta. Their hands-on approach to the post-production process is an integral part of their creative journey—it's where the rhythm, tone, and personality of their work truly come to life.

In addition to their commercial work, the Kummerl Twins are also focused on their long-term filmmaking goals and are developing their first feature film, while preparing to shoot a short inspired by their background in theatre. This dual focus on commercials and long-form content speaks to their ambition and desire to not just shape the future of advertising, but also to create stories that extend beyond the confines of the traditional commercial format.

The Kummerl Twins’ work is just getting started. Their ability to weave together strong visual storytelling with deeply human narratives ensures that every project they take on will be one to watch. With Imposter’s support, they are set to further disrupt the commercial world and continue to craft campaigns that not only look amazing but speak to the cultural and social fabric of our times.