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Los Angeles-based production studio Hey Baby continues to grow its collective of world-class directorial talent by adding Josh Soskin to its roster. Most recently, Soskin directed two different commercials for Super Bowl LI, the advertising industry’s biggest day. Previously signed with Station Film, Josh Soskin is renowned for creating emotionally driven narratives across commercials, short documentaries, and features.
Soskin’s rare ability to weave both emotional content and comedy is what drew Hey Baby Executive Producer/Partner Johnny Parker to his work, particularly after seeing his “Aquarium” spot for Match.com, an adorable mini-narrative following a 9-year old boy’s quest to find a romantic partner for his dad. Parker notes, “Josh has a unique creative drive that leads him to work in various capacities – writer, director, photographer, creator. Hey Baby is built upon supporting our directors in all of their endeavors, so I’m excited to be behind Josh as his work continues to evolve.”
Beginning his career in the documentary world, Soskin produced and directed hundreds of short films for CurFor Irent TV, including “Modern Day Pirates,” which earned him national attention, with Vanguard calling it one of “50 documentaries to see before you die.” In 2007, he left Current TV to travel the world, eventually making Spain his home base. There he continued to hone his writing and directing style, moving into the narrative realm with commercials, films, and TV, in addition to being an avid and published photographer.
Soskin says he is inspired to create work that is driven by real stories. “Trying to fit a compelling narrative arc into just 30 or 60 seconds, that challenge is what makes commercial advertising so interesting to me, trying to tell a really great story and connect it to a brand.”
Whether it’s a story that evokes emotion or makes people laugh, Soskin is known for getting to the truth of things as a director. His narrative films connect with audiences with a unique authenticity, both in how they are shot and the performances within. As a former actor, Josh knows how to evoke nuanced performances from the talent he works with.
This penchant for projects that balance heart and comedy has led Soskin to work with top agencies such as Team Detroit, Omelet, Ogilvy, and Grey, creating content for brands as varied as Amazon, Ford, Microsoft, Intel, and Starbucks. His short films have earned him five Vimeo Staff Picks, and garnered several awards on the festival circuit. Last year, Soskin’s now-viral “Shubham” ad for Intel won a Webby Award, was shortlisted by AICP for Best Branded Content, and was selected as a “Top Spot of The Week” by SHOOTonline.
Soskin’s two most recent works premiered during Super Bowl LI. Through Hey Baby, Soskin directed the comedic Amazon campaign “Alexa Moments,” with five out of the 10 spots airing during the big game. He also shot the “Learn to Thrive” commercial for Arizona State University, a 60-second docu-film following an ASU student as he works to bring clean water to parts of the world in dire need, which also aired regionally during the Super Bowl.
Soskin is glad to call Hey Baby his new home, saying, “Johnny and I met and instantly became good friends and collaborators. He is just a genuinely good human being. I’m so excited about Hey Baby and how it’s growing. More than just being a director there, I feel like I’m part of building a really special company that’s committed to creating great work.”