Florence Signs Multi-Talented Creative Erin Murray

Director and Choreographer Erin Murray has joined the diverse roster of talent at Los Angeles-based production studio FLORENCE. This is Erin’s first commercial representation in the US. 

Erin Murray hails from Lagrange, Georgia, growing up with a strong passion for ballet and with the initial goal of becoming a professional ballerina. As her artistic expression evolved, the extreme discipline that dance taught her at a young age shaped Erin’s approach to her future career pursuits of choreography and direction. She incorporates her past experience to great effect in her work, having developed her own unique visual language in her intuitive movement-driven works. 

Erin combines dance and filmmaking to create captivating pieces for artists including Ed Sheeran, John Legend, Charli XCX, and Muse. Her narrative short Hydra was named Booooooom TV's Best Short Film of 2018. The experimental film is a dance narrative that offers commentary on identity, herd mentality, and indoctrination. The short has been selected for festivals and screenings around the world, including Aesthetica Short Film Festival, Dance Camera West, RAW Film Festival, San Francisco Dance Film Festival, Mexico City Video Dance Festival, Riff Festival Norway, and CAPITOL Dance and Cinema Festival. 

The widely praised Phenom music video for Thao & The Get Down Stay Down offers a striking commentary on our current reality blended with mesmerising choreography and inventive visuals, receiving the honour of Vimeo Staff Pick. She directed her first commercial for Electrify America, one of the largest fast-charging electric car station brands in the US. Her work has been featured in multiple print and online outlets such as One Point Four, Promo News, Variety, Director’s Notes, and The Washington Post. 

Alli Maxwell, executive producer at FLORENCE, says: “Erin's work continues to span music, commercial, and narrative projects, always displaying a thoughtfulness and rhythm unique to someone with her dance background. Her work is human and always feels effortless. We’re thrilled to be representing her and we know that we’ll make great work together, taking her career to the next level.”  

“Joining FLORENCE is a very big step forward in my directing career and I’m excited to get started,” says Erin. “Their knowledge, logistically and creatively, blows me away. They understand my voice and they know how to leverage my specific skills within the industry, and to collaborate with the right people and brands.”