Work
YuFantasy · Commentary · DramaWe killed him, then turned him into God.View film
Reasons to LieNarrative · Mystery · Family DramaLove is a selfish virtue.View film
Argentina National Football TeamWorld Cup campaign · 10 spotsFall down, and get back up.View film
iSkim UltraCommercial · How-toA product film and a how-to guide for Beatbot's iSkim Ultra pool robot.View film
Falling ApartBranded CTVA love story, told through the moments it falls apart.View film
Braised PorkFamily DramaA family drama: the last dinner at home before leaving.View film
CompanyMusic VideoA dance video for the singer Theresa, and the album cover.View film
ShuoRoad Movie · DramaA future self takes the present self down the road they'd wanted to take for years, and never dared to.View film
GrandpaDark ComedyThe battle for Grandpa's urn. Don't worry, Grandpa, I've got you.View film
PigmentosaPsychological HorrorRumour has it a mysterious drug can cure any disease of the eye.View film
MatchRomanceCan a machine really measure love?View film
Systems I built
06 / AboutCreative Director / Filmmaker
Los Angeles · English & Mandarin
LOYAL XIE
Yu / a film ↗
Reasons to Lie / a film ↗I'm Loyal, a creative director and award-winning filmmaker. I take ideas from the first brainstorm to final delivery, writing, directing and shooting along the way.
I've made hundreds of ads, along with music videos, documentaries and narrative films, leading crews of up to 80. At my last company, I owned its largest partnership, the Argentina National Football Team's World Cup campaign, built its in-house CTV from the ground up, and pioneered and led its first AI CTV ad. When AI came into the picture, I embraced it fast, and built my own system and skills around it, drawing on years across roles and departments. Ads made with it are already live.
Have an idea? Write to me.
Director / Cinematographer
Yu
Pull a print sideways. Each one has a story.
I'm Loyal, a creative director and award-winning filmmaker. I take ideas from the first brainstorm to final delivery, writing, directing and shooting along the way.
I've made hundreds of ads, along with music videos, documentaries and narrative films, leading crews of up to 80. At my last company, I owned its largest partnership, the Argentina National Football Team's World Cup campaign, built its in-house CTV from the ground up, and pioneered and led its first AI CTV ad. When AI came into the picture, I embraced it fast, and built my own system and skills around it, drawing on years across roles and departments. Ads made with it are already live.
Have an idea? Write to me.Make interesting films.
Do meaningful things.
A little more, on paper
I wrote and sold an original feature screenplay.
I studied film at Emerson College (BFA) and Loyola Marymount University (MFA, Directing). I've also taught filmmaking at UCLA Summer Sessions and cinematography as a graduate TA at LMU, where I've been invited back as a guest lecturer.
Your idea, or mine?
Either way, write to me.
Creative Director / Filmmaker · Los Angeles · English & Mandarin · Credits