The renowned dancer, choreographer and director Parris Goebel has signed to Merman for director representation in the UK and US.

Goebel, one of the world's most sought-after dancers and choreographers, with clients ranging from Lady Gaga, Rihanna, Karol G, Jennifer Lopez and Justin Bieber, has signed to direct commercials, branded entertainment and music videos with Merman, the production company based in London, Los Angeles and New York. 

It is the New Zealander's first representation anywhere for commercial directing, a major move by the international superstar into the world of creative advertising.

Goebel was introduced to Merman through her most recent music videos, both produced by the company: Lady Gaga and Doechii's video for Runway, that was a tie-in and soundtrack feature for the film The Devil Wears Prada 2; and the Gold Lion-winning branded music video Abracadabra (Fan Edit) for Lady Gaga and Mastercard.

Before that, Goebel's innovative work on high-profile music and fashion specials has been recognised with multiple Primetime Emmy Award nominations and wins in the category of Outstanding Choreography for Variety or Reality Programming. Notable highlights include choreographing the 2020 Super Bowl LIV halftime show for Jennifer Lopez and Shakira, Rihanna's 2023 Super Bowl LVII performance featuring 280 dancers, and serving as artistic director for Vogue World: Paris in 2024. 

“Parris is a true artist who inspires and elevates all other artists around her, be it an iconic performer or a set designer” says Kira Carstensen, Global Managing Director of Merman. “She understands the power of movement - movement of performers, camera, set design, costume, lighting - and how together they create a holistic and emotional experience for an audience. We could not be more excited to bring her vision to our brand and agency partners.”

Siobhan Murphy, Merman Partner/Executive Producer, adds: “Welcoming Parris Goebel to her first-ever production company home is nothing short of an honour. She is a creative force, who has redefined what movement, storytelling and staging can look like through her pioneering lens. We cannot wait to build partnerships with some of the world's most iconic brands that match the scale and vision of her creative ambition.”

Parris Goebel adds: “Movement is how I express myself and share my stories. I see directing as an extension of that expression and my creativity, taking the same inspiration and spectacle that I bring to a Super Bowl halftime show or world stage tour to a different audience.

"I have always wanted to direct more in the advertising space, and help to build a brand’s image the same way I do for other artists and performers. And I’m so happy to do that with Merman. On our past projects, they understood and trusted my vision, and gave me the space and support to create it in the best way possible. I’m excited to see what else we can create together.”

• Watch Parris Goebel's showreel at Merman here