Sibling Rivalry Welcomes Director Gracie Koh

Oct. 01, 2026

Sibling Rivalry today announces the signing of Gracie Koh to its roster of directors. Gracie, also known online as @gkohfilms, is a Korean-American director and editor based in Chicago who pairs commercial-grade craft with social fluency. Gracie has directed campaigns and films for brands including Delta, Nike, and Samsung, and collaborated with artists such as Lady Gaga, who personally chose her to direct a recent campaign.

Gracie’s most recent projects include a Delta campaign with Wieden + Kennedy NY and a film for Beats marking the launch of the brand's new Beats 360 headphones. Featuring musician and actress Ouyang Nana, the film is out now, and shows exactly why Gracie is one to watch: it's multi-disciplinary, highly crafted, and unmistakably hers.

The signing lands as brands increasingly look beyond the traditional talent pool of established directors to work with director-creator hybrids who bring their visual language, multi-disciplinary toolkit, and built-in audience to a project. For Sibling Rivalry, Gracie adds another dimension to a roster defined by distinctive voices and a broad range of creative perspectives. Her fluency across commercial live action and social, expands the ways Sibling Rivalry can help brands bring their ideas to life and connect to their audiences.

Gracie Koh said:

“I initially learned by making everything myself — shooting, editing, and figuring out the process along the way. This has shaped how I work today. What excites me about working with Sibling Rivalry is the trust we have in each other. They constantly push me to grow in new ways while helping me stay true to my voice.”

 

Darren Foldes, Partner and Head of Films at Sibling Rivalry said:

"Gracie is a Filmmaker in the truest and most all-encompassing sense of the word. At an incredibly high level, she can direct, DP, edit, work hands-on in VFX, and even perform in front of the camera when the idea calls for it. On top of that, she has a growing and committed social following that has become its own media channel. What’s truly exhilarating about Gracie is that none of those disciplines feel disparate in her work. Her social fluency, her hands-on craft, her grasp of story, and her unique point of view all shine through the same brilliantly vibrant lens. She understands how an idea needs to flow from the first through the final frame and what the best tool to implement is at each turn. That’s a very rare combination, and one we’re ecstatic about nourishing at Sibling."

 

David Brickel, Executive Producer at Sibling Rivalry said:

“Gracie has built something really unique around her work. There’s a level of authorship and authenticity that comes from having developed her own voice, process, and audience from the ground up. Our job is to give her the production support and creative resources to take that further, while making sure the things that make her work feel like Gracie stay intact. We see a lot of opportunity for her to bring that perspective to bigger productions and new kinds of stories.”

 

Completely self-taught, Gracie got her start shooting and editing her own work, honing the hands-on, story-first instinct that still drives her process today. At 18, she started collaborating with both Nike Chicago and Nike Portland on creative direction, campaign ideation, and brand storytelling. Gracie’s work has been featured by The New York Times and HYPEBEAST and broadcast in Times Square. Throughout it all, she remains committed to uplifting underrepresented voices — whether she's directing a branded campaign, documentary-style content, or social-first creative.