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Golden LA adds director Ashley Armitage
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Known for its sharp wit and unflinching realism, her work boldly challenges outdated societal norms, captivating audiences and leaving a lasting impact.
Golden LA signs filmmaker Ashley Armitage to its roster of directorial talent.
Her fresh perspective and expertly crafted films have sparked viral success and earned her industry-wide acclaim. Known for its sharp wit and unflinching realism, her work boldly challenges outdated societal norms, captivating audiences and leaving a lasting impact.
Originally from Seattle, Armitage attended UCSB for Cinema Studies before pursuing her BFA in Photomedia from UW, often skipping classes to fly to New York City for shoots as a photographer. This early success opened doors to commercial filmmaking, fast-tracking her rise as a director. Armitage’s first commercial film was the product launch for Billie, Project Body Hair. The campaign won a People’s Voice Webby for Advertising, Media & PR Brand Strategy, racking up over one million views in its first 24 hours and aired in Times Square. Project Body Hair made history in 2018 as the first film to show female body hair being removed.
As a visual storyteller, Armitage’s filmmaking seamlessly fuses lighthearted humour with a powerful drive for social change, using her art to challenge and dismantle outdated concepts of identity and gender. By bringing levity and a modern sensibility to her films, Armitage’s directorial eye has caught the attention of companies seeking to create authentic, meaningful brand films.
Her signature style of colourful tableaus has been seen in films and stills for major brands like H&M, Levi’s, Nordstrom, Adidas, Nike, Bumble, Showtime, First Aid Beauty, Viceland, and Billie. She continues to work behind the camera as a photographer, with her images featured in i-D, Dazed, Teen Vogue, Vogue UK, and Vogue Portugal, and in front of the camera, appearing in campaigns for Gucci's Guilty fragrance, Nylon x Polaroid, Nordstrom, and Chanel x i-D.
“I love the people at Golden LA,” remarks Armitage. “I’m fortunate enough to have worked with Dahlia Stone before. [Managing Director] Matt Marquis is so kind, and I’m incredibly inspired by everyone on the roster. I’m excited to be somewhere that shares the same artistic values with me as a director. I can’t wait to get started!”
Golden LA Executive Producer Dahlia Stone adds, “Ashley's work has a compelling authenticity that vicariously welcomes viewers into her scenes, oftentimes ordinary moments made extraordinary through her unique and masterful eye. She recognizes and captures the human condition, its beauty, depth, curiosity, and playfulness, and, in turn, is able to influence, foster brand buzz, and promote positive change. Ashley is also a dream to work with; kind, collaborative, and emotionally intuitive, she is a compatible and ideal signing for Golden LA.”
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