Director/writer/artist joins for commercial representation
Moxie Pictures has signed regarded director/writer/artist Adria Petty for commercial representation. Petty boasts a highly diversified background as a director of commercials, music videos, documentaries (Paris, Not France), and as an interactive artist, film critic, writer and photographer. She is also an art director for cross-platform music marketing campaigns. Petty has directed commercials for such top brands as Converse, Target and Volkswagen, and helmed music videos for the likes of Beyoncé, Coldplay, Kings of Leon, The Ditty Bops, The Veronicas and longtime friend Regina Spektor. She was recently nominated for five MTV Video Music Awards for her co-directing efforts on videos for Beyoncé's "Countdown," Coldplay and Rihanna's "Princess of China," and Regina Spektor's "All the Row Boats."
Says Moxie president Dan Levinson, “Adria is an extremely talented filmmaker/artist with a unique vision, and we are tremendously excited to work with her.” Adds Petty, “I am so extraordinarily excited to join Moxie Pictures at this time in my career. I am passionate about pushing the boundaries and continually growing as a filmmaker and artist. Moxie’s reputation precedes them as a class act and a place that supports all platforms of filmmaking. I am looking forward to doing some incredibly diverse and specialized creative projects here.”
A native Angeleno, Petty immersed herself in film production at an early age, collaborating with such notable directors as Oscar®-winner Jonathan Demme, Oscar®-nominated documentary director Jonathan Stack and Penny Marshall. After attending the Graduate Film Program at NYU’s prestigious Tisch School of the Arts, she developed her fascination with new media and innovative music marketing through her music video work as part of a directing team with Anna Gabriel.
Petty has traveled to a variety of international film festivals, further cultivating her creative aesthetics as a film critic, writer and photography for Nylon Magazine. In addition to art directing numerous album covers, she was also commissioned to create tour visuals for legendary rock band The Who.
In 2008, Petty expanded her talents to include long-form entertainment with the feature-length documentary, Paris, Not France, highlighting Paris Hilton and the culture of celebrity. The film premiered at the Toronto International Film Festival.
Petty comes to Moxie from aWHITELABELproduct.