Yoni Lappin is a London-based director and photographer known for intimate, cinematic portrayals of youth culture and subcultures. Self-taught and raised across Israel, New York, and London, Lappin brings a global perspective to raw, character-driven storytelling. His career began at a record label, where an early promo video sparked his trajectory into filmmaking. He gained recognition directing music videos for Mura Masa ("Deal Wiv It" with Slowthai, "Love$ick" with A$AP Rocky earning a Vimeo Staff Pick), Usher, Post Malone, Charli XCX, Stormzy, and Octavian. In commercials, Lappin has directed campaigns for Adidas ("1000 Original Stories" profiling South Londoners, Supercourt, Yung Series), Lacoste ("Impossible Encounters" 90th anniversary campaign praised as "life-affirming" and "fresh" by Muse by Clios), Hennessy (including Hennessy x NBA "Without Your Spirit, It's Only A Game"), Captain Morgan, HP, Vogue, Amazon Prime, Venmo, Sports Direct, Arnette (Post Malone collaboration), USTA, Meta, and Nike. His editorial work appears in Vogue and Dazed. Partizan's Georges Bermann praised his "keen eye for human behaviour and cultural patterns, combined with his unique cinematic language." Lappin joined Partizan (US/UK) in 2024 and Wanda Productions (France) in 2026.