After cutting his teeth as a producer at Wieden + Kennedy, Portland and Wieden + Kennedy Tokyo working on campaigns for NIKE and Coca-Cola across the globe, Lu signed with Moxie Pictures in the USA and Soft Citizen in Canada. He has gone on to direct successful campaigns for brands including: Google, Nike, ESPN, SKYPE, Ford, VW, Powerade and Deutsche Telekom.
Lu’s cinematic sensibilities translated seamlessly to his first feature film RUN TO THE EAST — a documentary about Native American high school students in Arizona and New Mexico inspired by their ancestors’ resilience to find strength in running as they break free from reservation boundaries and chase their college dreams — which screened at festivals across the country and won him an Indie Spirit Award.
Lu’s knack for human storytelling and ability to get compelling performances from real people is prevalent in much of his commercial and short form work. He spent months documenting the training regimens of athletes preparing for both the 2012 summer and 2014 winter Olympics, for a lauded web series sponsored by the Canadian Olympic Committee. In addition, he directed a 2013 Super Bowl Ad for Pizza Hut, and won Webby’s for his powerful short films for Google’s Search On campaign.
He is currently working on a feature length documentary that follows a new generation of Indigenous youth in Canada determined to rewrite their narrative. Against a backdrop of historical injustices and systemic challenges, these young leaders are forging their own paths. Through their resilience, passion, and unwavering spirit, they are challenging the status quo and inspiring a movement for change.
On most days you can find him on his bicycle.
USA REPRESENTATION
MOXIE PICTURES 305 7th Street, Suite 1901, New York, NY 10003
Katrin Aul - Sales Representative
Katie Goldstein - Sales Representative
CANADA REPRESENTATION
Soft Citizen 125 George Street, Toronto, ON M5A 2N4 CANADA
EVA PREGER - Managing Director, Executive Producer
eva@softcitizen.com
TESS KENNEDY- Head of Creative Development & Representation
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London W1U 6HH
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