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1stAveMachine promotes Andrew Geller to Managing Director
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The longtime executive producer will guide the future of the high-craft, director-driven company across storytelling, design, and emerging creative possibilities.
Director-driven production company 1stAveMachine has named Andrew Geller Managing Director.
With directors and artists at the heart of its work, the company creates across live action and narrative, experiential, animation, mixed media, stop motion, and design and branding. Geller, who joined in 2011, will lead its next chapter with a shared creative voice and vision across every medium.
Geller has helped grow 1stAveMachine from a commercial production house into a multidisciplinary creative partner. His recent leadership of creative production for Google DeepMind’s Genie 4 launch reflects the company’s ability to translate complex, emerging technology into engaging visual storytelling. Its directors remain at the heart of the creative process, working alongside artists, designers, producers, and technologists to bring ambitious ideas to life. As Managing Director, Geller will lead those established collaborations with a shared voice and direction, where narrative craft and technology expand what can be made without defining the work by any single tool or format.
Geller is guided by the belief that there’s a creative solution to everything. Clients turn to 1stAveMachine for first-of-its-kind challenges that cross disciplines and demand unconventional thinking. The company embraces complexity, pushing ideas further and finding the right combination of creative talent, craft, and technology to bring even the most ambitious visions to life.
Geller produced OK Go’s Love, the Grammy-nominated music video captured in a single continuous take with a fleet of robots, bringing a director-led creative vision to life through intricate choreography and practical ingenuity.
For United Airlines, Geller produced Safety in Motion, the airline’s inflight safety video. It was built as a fully working, airplane-inspired Rube Goldberg machine and is seen by 150 million travelers a year.
For Lexus and Amazon Music, 100 Miles featured Laufey reimagining Miles Davis’ Blue in Green. The project was part live concert, part luxury-fashion film, and part interactive Twitch stream.
That inventive approach extends to emerging technology when it serves the idea. Most recently, Geller led creative production for the launch of Google DeepMind’s Genie 4, a new world model unveiled in October 2026 that generates more realistic interactive environments with native audio and allows users to steer scenes in real time. Bringing a technology with potential applications in filmmaking and creative prototyping to a wider audience calls for both technical fluency and a clear storytelling vision, an intersection that has long shaped Geller’s work.
For Google DeepMind, Geller also executive produced The Most Beautiful Goal Never Seen, blending practical filmmaking and AI to reconstruct Pelé’s legendary 1959 lost goal. For Carvana, he helped bring to life more than 1.3 million AI-powered personalized films, each telling a unique story of a customer's car-buying journey. Together, these projects demonstrate how 1stAveMachine uses emerging technology to push creative possibilities while keeping storytelling and craft at the centre.
Serge Patzak, Co-Founder, 1stAveMachine, said: “Andrew has been instrumental in shaping our growth and success, and I couldn’t be more proud to see him step into this role. He has an intuitive instinct for great ideas, a genuine passion for the people behind them, and a rare social and technical mastery to make even the most ambitious visions a reality. He’s helped shape who we are today, and I can’t think of anyone better to help lead us into this exciting next chapter.”
Geller, adds: “There’s a creative solution to everything. That belief shapes how we work, whether we’re making a film, an animation, a brand world, or something nobody has made before. Our directors are the heart of this company, and our teams already know how to work across disciplines. My job is to lead that work with a shared vision and keep pushing what craft and technology can achieve together. When the brief gets harder, that’s where we thrive.”
Geller’s appointment follows 1stAveMachine’s recent launch of a dedicated experiential division, which extends the company’s craft into live, immersive brand experiences.
