One at Optimus signs director Luke Jaden 

Luke Jaden

ONE, the production arm of Optimus, announces it has signed Luke Jaden as director.

Based in Detroit, Jaden has written and directed numerous films and documentaries, most notably BOO!, starring Moonlight’s Jaden Piner, and My Pretty Pony, based on the short story by Stephen King and starring Saw’s Tobin Bell and A Quiet Place and Honey Boy’s Noah Jupe.

“We’re excited to welcome Luke to the ONE team,” says ONE EP | Head of Production Dave Buehrle. “He came to us as a friend of Optimus Post, which has collaborated frequently with Luke on films and music videos. When he shared his commercial work with us, we immediately realized the value his talent would add to brands and agencies. We’re thrilled to introduce Luke to a wider audience through his partnership with ONE. His work in lifestyle and automotive categories is naturally compelling and beautiful. The sky’s the limit with Luke.” 

In addition to directing BOO! – which was co-produced with Automatik (Midnight SpecialDestroyer, and Honey Boy) and Voltage Pictures (The Hurt Locker, Wind River, and Dallas Buyers Club) – Jaden has directed a variety of short films, including:

  • Wolf Who Cried Boy, starring the Oscar-nominated Captain Phillips star Barkhad Abdi and Beasts of The Southern Wild’s Dwight Henry.
  • King Ripple, starring Oscar- nominated LaKeith Stanfieldwho starred in Judas and The Black MessiahSorry To Bother You, and Get Out.
  • Exhaust, starring Jimmie Fails, who starred in A24’s The Last Black Man in San Francisco.
  • The Listing, written by Josh Malerman, the New York Times bestselling author of Bird Box, and starring Erin Cummings and A Ghost Story’s Rob Zabrecky.

Jaden is now carrying the creative experience from his robust film career into the commercial world, which has already generated a groundswell of buzz and excitement. He has directed work for commercial clients including Ford, Carhartt, Heroic Hearts Project, and Library Street Collective.

View Jaden’s reel here.

“I always found joy collaborating with the Optimus post-production team, and now ONE feels like family,” says Jaden. “They are not only some of the best in the business, but just really great humans, which is so important to me. I am excited to work with people who will set the bar as high as it can go, and I look forward to taking bold risks with the projects we pursue. The best art takes the biggest swings. With ONE, I can craft innovative work that feels singular and sophisticated, but also packs an emotional punch.” 

Jaden hails from Detroit. He’s an avid cinephile and loves hiking with his wife in the Upper Peninsula of Michigan. Foraging mushrooms and spending time out in nature makes his soul happy. He loves listening to techno, going to warehouse parties in Detroit, and writing poetry. He’s a deep thinker and loves discussing introspection, philosophy, and existentialism. He is passionate about playing with film and street photography. In his little jar of free time, he is striving to learn how to become a DJ and ceramist. He also loves watching trash TV. In an imaginary life somewhere nearby, he dreams about living on a farm in Montana. 

“When I first met Luke, his energy and positive vibe drew me in so quickly that I knew I wanted to represent him within five minutes of our introduction,” says Tim Jacobs, National Director of Sales at ONE. “His work evokes instant emotion and is beautiful, as well. I’m so excited to be a part of Luke’s commercial directing career, which is sure to have a steep and swift trajectory.”

Adds Jaden, “It’s an honor to be part of ONE, especially with Tim and Dave at the reins. I fully trust their vision and pioneering attitude. I know we’re going to make some special work.”


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