Florence Adds Director Parker Schmidt

Boutique production company Florence welcomes Parker Schmidt to its roster of extraordinary directorial talent. Schmidt found his way into directing from his background as a competitive downhill skateboarder, where his world travels and brand relationships catalyzed a lifelong passion for film. Now behind the camera, Schmidt’s work embodies high-grade art direction, intentional craftsmanship, and masterfully shot moments that capture the human experience. 

Following his career in action sports, Schmidt was accepted to MASE Art School in Berlin, after which he began working as an art director for brands like Leica Camera, Nike, and Corona Beer. Once introduced to commercial filmmaking, his directorial style came to life, shooting ads across Europe, the United States, and the Middle East. Schmidt elevates the ordinary by portraying intimate narratives with dynamic imagery. An expert world-builder, Schmidt combines granular research and visual effects to craft fully realized, immersive scenescapes filled with emotional depth.

Schmidt expertly captures the subtle emotions of everyday moments in his work, using them to enhance the overarching themes of each story. He directs performers with precision, amplifying the narrative’s impact. Known for his technical precision and captivating style, Schmidt has been sought after by top brands to bring their commercials to life. These collaborations include spots for Lexus, Cadillac, Porsche, Hyundai, REI, CHIMI, Aero Airlines, Apple, Free People, Sharenow, World Sports Games, and The Wall Street Journal, among many others. Schmidt remains committed to pushing his artistic boundaries as a filmmaker, frequently directing creative shorts like “Bowl of Life,” “Ascension,” and the experimental short “Requiem.” He’s won accolades like Best Sport Film at the Santa Monica International Film Awards and Best Skateboard Film at the Mountain & Adventure Film Festival. 

Schmidt says of signing with Florence, “I clicked so quickly with Jerad Anderson when we met on a project for Lexus earlier this year. The same goes for Ned Brown, who immediately showed a profound interest in getting to know me and what I aspire to achieve. The creative alignment of the stars was set in motion to build trust and understanding for our shared creative pursuits, which sealed the deal for me. I’m excited to see what we can make happen together. 

Florence founder and executive producer Jerad Anderson adds, “Parker and I connected on surfing initially, but that conversation pivoted towards creativity and film. His ability to direct very action-forward stories makes his films incredibly compelling, and the cinematic results speak for themselves. We’re thrilled to have him on our roster at Florence and look forward to partnering with Parker in the next steps of his filmmaking career.”