Parris Goebel has made herself one of the world’s most sought-after dancers and choreographers, with clients ranging from Lady Gaga, Rihanna, Karol G, Jennifer Lopez and Justin Bieber to Cirque du Soleil. Merman has signed her for commercials, branded entertainment and music videos. She joins the production company’s A-list roster of film and commercial directors in Los Angeles, New York and London.

This is Goebel’s first representation anywhere for commercial directing and is a major move by the international superstar into the world of creative advertising. Goebel’s first work with Merman underlines her super-star credentials. She recently directed Runway, a Lady Gaga with Doechii music video, that was a tie-in and soundtrack feature for the film, The Devil Wears Prada 2.

Goebel also directed the Gold Lion winning branded music video, “Abracadabra” Fan Edit for Lady Gaga and Mastercard. Goebel was introduced to Merman through these productions.

They developed a mutually rewarding working relationship that resulted in viral hits and multiple awards and nominations across the advertising and music video industries.

“Movement is how I express myself and share my stories,” Goebel stated. “I see directing as an extension of that expression and my creativity, taking the same inspiration and spectacle that I bring to a Super Bowl halftime show or world stage tour to a different audience. I have always wanted to direct more in the advertising space, and help to build a brand’s image the same way I do for other artists and performers. And I’m so happy to do that with Merman. On our past projects, they understood and trusted my vision, and gave me the space and support to create it in the best way possible. I’m excited to see what else we can create together.”

“Parris is a true artist who inspires and elevates all other artists around her, be it an iconic performer or a set designer,” added Kira Carstensen, global managing director of Merman. “She understands the power of movement – movement of performers, camera, set design, costume, lighting – and how together they create a holistic and emotional experience for an audience. We could not be more excited to bring her vision to our brand and agency partners.”

“Welcoming Parris Goebel to her first-ever production company home is nothing short of an honour,” commented Siobhan Murphy, Merman partner & executive producer. “She is a creative force, who has redefined what movement, storytelling and staging can look like through her pioneering lens. We cannot wait to build partnerships with some of the world’s most iconic brands that match the scale and vision of her creative ambition.”

Goebel is widely acclaimed for pioneering “Polyswagg,” an innovative and fresh fusion of hip-hop with high fashion and Polynesian culture. The result is an irresistible rhythmic explosion of physical movement that is rooted in her Samoan heritage, blending communal energy with eclectic influences across genres. She has received multiple Primetime Emmy Award nominations and wins in the category of Outstanding Choreography for Variety or Reality Programming, recognising her innovative work on high-profile music and fashion specials. Notable highlights, among many others, include choreographing the 2020 Super Bowl LIV halftime show for Jennifer Lopez and Shakira, Rihanna’s 2023 Super Bowl LVII performance featuring 280 dancers, and serving as artistic director for Vogue World: Paris in 2024.