RadicalMedia Signs Director Lena Beug

RadicalMedia welcomes acclaimed director Lena Beug to its roster for US representation in commercials. Recognised for her sharp comedic sensibility and ability to develop authentic, character-driven storytelling, Lena brings a fresh perspective and extensive experience to the RadicalMedia family.

Lena has made her mark across the commercial and branded content space, with a portfolio that seamlessly blends humour, relatability, and striking visuals. She has directed campaigns for major brands such as Google, Walmart, HP, Honda, GMC, Toyota, and McDonald’s. Notable projects include Certified Story Time for GMC, What Do You Think Will Happen? for the Road Safety Authority, Meet Emma for eBay, and Family for Vodafone. Her short film For the Love of Gabrielle for Harper’s Bazaar and her campaigns for Google and Walmart were named Adweek’s 'Ad of the Day,' while her What’s Love campaign for the Los Angeles LGBT Centre earned a Silver Cube at the ADC Awards.

“Lena has a keen understanding of storytelling, using humour and sharp observations to create work that resonates,” said Frank Scherma, president and co-founder of RadicalMedia. “Her ability to craft narratives with depth and originality makes her an exciting addition to our team. We’re looking forward to what’s ahead.”

Originally from the west of Ireland, Lena began her studies at Trinity College in Dublin, and then subsequently focused on painting at the National College of Art and Design. She later moved to New York, where she began her career at MTV, quickly gaining recognition for inventive characters like Intro Guy and Chunky Pam, the latter of which went viral before 'viral' was even a concept. After winning Best New Director at the Shark Awards, she transitioned into commercial directing and has since worked extensively across the US, Canada, and Ireland.

“I’ve always admired RadicalMedia for its forward-thinking approach,” said Lena. “They’ve built an impressive legacy across commercials, television, and documentary work while continuing to push creative boundaries. I’m excited to join their roster and collaborate on compelling new projects.”

As part of RadicalMedia’s team, Lena will continue to bring her signature style to a range of commercial and branded content projects, further expanding the company’s diverse creative offerings.