Lloyd Lee Choi is a Korean-Canadian writer-director based in Brooklyn. After nearly pursuing aerospace engineering in Ottawa, he studied filmmaking in Vancouver and joined Variable’s US roster in 2015. He is currently working with division7 in the US, with European and international presence via Smuggler and Akkurat, and earlier ties to Eddy and The Herd. Commercial work includes Google campaigns Hey Mom, Here There Everywhere, and Heartbreak Karaoke; Chevrolet’s Discovery filmmaker portrait The Hunt Alone and backwards-timeline spec Maddie; Chewy’s New Cat; Indeed’s Jobs Need People (72andSunny/d7); Sobeys’ Feed the Dream; Best Western’s Life’s a Trip; National Geographic’s Before Mars; plus Albertsons, Walmart, L’Occitane, Sony, Delta, and Peloton. PSA and cause credits cover Stress Health, ACLU, Zappos, and AARP. Cornetto’s 40 Love, featuring Lily Allen, won a Silver Cannes Lion in 2014 and helped earn a Marketing Magazine 30 Under 30 nod. Festival narrative work—Same Old (2022 Cannes competition; TIFF Special Jury Mention; Raindance; HBO Max APA Visionaries), Closing Dynasty (Netflix–Tribeca–Gold House Future Gold; Berlinale, SXSW, TIFF), and debut feature Lucky Lu (2025 Cannes Directors’ Fortnight; Golden Horse Best New Director; Spirit Awards Best Director nomination)—has reinforced his standing for authentic, performance-led brand films spanning tech, automotive, retail, travel, and cause.