Lee Choi goes Variable

New York-based creative collective Variable has added filmmaker Lloyd Lee Choi to its roster of directors, editors and producers. Like many of the Variable talents and typical for talent of his generation, Choi not only directs but often edits his own work. At Variable he’ll continue to approach projects in the two disciplines. Choi helmed a nine-minute lesbian love story for UK ice cream brand Cornetto, 40 Love, winning a silver Lion in Cannes and was covered prominently in the consumer and marketing press.