Hybrid creative and production studio Ammolite Inc. has added director JIHYE to its roster of multi-hyphenate talent. Ammolite will rep JIHYE in the U.S. for commercials and branded content. This marks her first signing with a production company.

Born on a farm in South Korea and raised by her grandparents, JIHYE is out to make good stories with good people. She has lived in New York for over 25 years, taking a brief hiatus in Virginia to attend UVA and gain some work experience. After returning to NYC,  JIHYE began interning before working as a producer. She began directing her own work in high school, and continued upon her move to NYC. An early breakthrough project for Equinox exposed her work to a wider audience, and she has since helmed spots for Ford, Bud Light, McDonald’s, HBO, and Air Jordan, among others.  

The camera has a voice of its own in JIHYE’s work, moving with fluidity and energy, drawing the viewer into the world, and creating a dynamic and instant familiarity with the characters who fully inhabit the moment as it is unfolding. These instincts serve JIHYE well across a variety of genres and projects, defined by action, sensitivity, and a documentarian’s appreciation for the revealing nature of detail. 

“JIHYE is a force of nature,” said Ammolite Inc.’s founder and CEO Emil Nava. “Her work is bold, vibrant, and has a life-force to it. She has something unique to say, which comes through in every frame of her films.” 

“I knew I wanted to direct since I was very young, but there wasn’t a manual for how to be a filmmaker,” said JIHYE. “Commercials have been a really good space for me. It’s been my film school. I’m lucky to say that. I put a lot of emphasis on working with good people, I surround myself with them. That’s what makes Ammolite such a great fit.”