Whiskey Bear Welcomes Next-Gen Director Ash Xu

Apr. 08, 2025

Creative production studio Whiskey Bear is excited to welcome director Ash Xu to its roster of eclectic and dynamic storytellers. Ash Xu is a bold, boundary-pushing director who is making waves with her innovative approach to commercial filmmaking. Crafting vibrant pop ads for NYX Cosmetics, Toyota, and Taco Bell, Ash's creativity knows no bounds and reaches millions.

As a film student during the pandemic, Ash’s solo foray explorations in filmmaking craft quickly earned her a massive digital following. From her Northwestern dorm room, a world opened – ultimately leading to collaborations with global brands.

She explained:

"The explosive expansion of social media really allowed people like me – without industry connections – to show our passion and gain access. I half fell into advertising, half fell in love with it. The process and variety is massively appealing as a creator, and I am grateful for the opportunities and experiences that I’ve enjoyed so far."

 

Pulling back the curtain on creativity with genuine passion and enthusiasm, Ash is part of a new generation of directors who are intrinsically media savvy and multi-talented. She also finds joy and meaning in collaboration, which is ultimately what brings her to Whiskey Bear and this next chapter in her career.

She explained:

“When I met with Whiskey Bear, it was clear that they are incredibly knowledgeable about the industry, and that they have massive respect for the process. I remember getting off our first call and really feeling like they understood the value of being a hybrid director and creator. I love the collaborative space that comes with working alongside other creatives, so I am very happy to be taking this next step.”

 

Founder/EP Ben J. Murphy said:

“We have always looked for directors that do more than just one discipline – and Ash is a perfect example of this as a director, cinematographer, and creative director all in one. From inception, we have focused on the kind of content people are really engaging with in the places they live. Ash is an influencer because she creates beautiful content and possesses a great attitude that genuinely draws people in. It’s exciting to work with ambitious, curious people and we are looking forward to supporting her expansion and reach.”

 

Whiskey Bear represents a diverse roster of directors united by their pursuit of bold ideas, striking visuals, and authentic storytelling. Head of Production Michael Tamburrino, previously an agent at Gersh, is known for having an eye for talent. He saw Ash’s videos on TikTok and found her striking originality and authentic ability to connect with audiences both refreshing and aligned with the community he and Murphy have built.

Ben and Michael were childhood friends who pursued distinct pathways in entertainment – Ben has an extensive production background and Michael’s career centers on the talent agency side of the industry. Their close-knit relationship and respect for the process informs their vision for Whiskey Bear, which was founded in 2020. As they relay, theirs is a family of innovators, dreamers, and doers, driven by the desire to tell stories that matter. Everyone at Whiskey Bear, they note, shares an enthusiasm for evolving craft and an unrestrained imagination – in short, they love what they do.

Michael noted:

“Our approach is hands-on and personal — we invest deeply in every partnership, ensuring that each production benefits from our collective expertise and meticulous attention to detail. Whether working on large-scale campaigns or agile, fast-turnaround projects, we bring the same level of artistry, enthusiasm, and care to every project.”

 

With talent that spans directing, editing, photography and more, Whiskey Bear is a flexible and creative partner to brands, networks and agencies for branded content, social, and experiential projects.

Integral to Whiskey Bear’s offerings is a focus on features and other longform content. Their inaugural indie feature ‘Molli and Max In The Future' (A SXSW premiere now available to rent on various streamers) is a Sci-Fi Romantic Comedy that was created using a combination of old-school practical visual effects (hand-built models, miniatures, puppets and rear-projection) and cutting edge technology (Unreal Engine and LED Volume) for a universe like no other.

Murphy commented:

“As both consumers and makers, we experience and deliver engaging stories that are mere seconds long. On the other hand, we also revel in the enduring art of developing character and narrative over time. You can’t live in just one place as a creative studio. We foster and enjoy both with equal respect and enthusiasm.”