Merman US Signs Director Ritesh Gupta
Ritesh Gupta has been signed for commercial representation in the US by Merman, based in Los Angeles and New York. The director is a former award-winning sports journalist and creative director turned Emmy nominated filmmaker. Ritesh’s work as a storyteller is in pursuit of two meanings: truth and identity. His approach is to layer a truthful authenticity ingrained during his time as a journalist – along with an emotional intelligence he honed storytelling in the documentary world – to craft his own evocative and unique cinematic style. He’s created culturally iconic campaigns from Budweiser’s viral 'Dwyane Wade: This Bud’s for 3,' which he directed, to the multi-award winning Beats by Dre campaign 'You Love Me,' which Ritesh worked on as group creative director at the agency Translation. Gupta has netted two Emmy nominations, four Webbys, six AICP wins, eight Cannes Lions, 25 Clios and both an ADCOLOR, ANDYs and Immortal Awards Ad of the Year award.
“Ritesh brings a unique perspective to his storytelling,” said Merman global director Ellen Clarke. “He has the ability to identify the multilayers of a narrative and its characters, weaving them impactfully together. His strength lies in his connection to the talent’s performance and discovering the authenticity within the story. We’re very excited to have Ritesh join the Merman team.”
“I'm so thrilled to be joining the roster for Merman,” said Ritesh. “As an industry outsider, I really waited and did my research, wanting to find the right company with the right ethos that fit who I was. And in Merman, I found both a fit and a company who really demonstrated the care for their directors and a push to the craft of the work. I'm excited by what we've been able to do and by what lies ahead.”
As a freelance director, Ritesh recently shot the latest instalment of the NHL campaign 'The Next Golden Era is Now,' which is focused on celebrating how hockey is faster, more skilled and more fun on and off the ice. Created by the agency Highdive, Ritesh directed the spot featuring popular gen z NHL stars making light of being called members of a 'lazy' generation as they vigorously slam opponents into the boards and crash the net. The spot scored with audiences and critics alike, and contributed to Adage naming the NHL a Marketer of the Year 2024.
Ritesh also directed Highdive’s latest spot in the campaign, Tipping, which is a play on the fine art of tipping a shot past the goalie and into the net by deflecting the puck off the blade of the hockey stick. The spot showcases some of the NHL’s hottest young goalies complaining that 'tipping is out of control these days' and transitions from scenes of them paying 20% or more in tips at restaurants and coffee shops to on-ice action clips of them getting hosed by lightning quick deflections. The final parting shot of the spot features Boston Bruins left-wing sniper and captain Brad Marchand, who quips: “I like tipping!” A third spot in the campaign, also directed by Ritesh, will pick up where the first and second leave off and will drop in February.
