In the bustling metropolis of New York City, where every street corner tells a story and every skyline is a backdrop for dreams, it takes a remarkable vision to stand out. Enter Richie Ellis, a name that has become synonymous with innovation and creativity in the world of film directing. With an illustrious career that spans continents, Ellis has carved out a niche for himself as a music video director, short film creator, and commercial filmmaker. His portfolio boasts collaborations with high-profile brands such as Sony, Hewlett Packard, Puma, St. Francis Hospital, Anheuser-Busch and Budweiser, Foxtel, and YouTube Music. However, it was his recent project with TONAL—an all-in-one smart home gym—that showcased not just his directorial prowess but also his ability to capture the essence of the human spirit against the iconic canvas of New York City.
TONAL’s latest campaign aimed to introduce its newest cohort of fitness coaches to the city that never sleeps. The brand prides itself on emphasizing the significance of gym coaching by highlighting each trainer’s unique personality and individuality. It was this narrative—the journey of these trainers moving to New York to offer unparalleled coaching—that Richie Ellis was tasked to bring to life through his lens.
Photo Courtesy: Richie Ellis
“Filmmaking, for me, is always an adventure,” shared Ellis. “Shooting this commercial for TONAL helped me gain insight into the world of fitness training while using the landscape of New York City as an adventurous backdrop.” Indeed, Ellis’s approach went beyond promoting TONAL as a brand; instead, he focused on weaving a visual tapestry that celebrated the personal stories and vibrant characters of these trainers against the gritty and dynamic backdrop of New York.
Ellis’s journey into filmmaking began in Perth, Australia—far from the skyscrapers of Manhattan—where he started creating music videos for friends with a humble DV cam. This initial foray sparked a passion that led him down the path of photography and filmmaking. In 2018, seeking new horizons and challenges, Ellis moved to the United States. Here, he escalated his career by photographing musicians for album covers and crafting their music videos—a testament to his versatile talent.
The decision to relocate proved fortuitous when TONAL presented him with an opportunity not just to shoot in some of New York’s most unique locations but also to broaden his artistic horizons within the American market. “I was able to capture the high-spirited personalities of each fitness trainer,” Ellis remarked about his experience working on the TONAL campaign. This statement underscores his commitment not only to visual storytelling but also to delving into the essence of what makes each subject unique.
Photo Courtesy: Richie Ellis
Through his work with TONAL—and indeed throughout his career—Richie Ellis has demonstrated an uncanny ability to merge aesthetics with substance seamlessly. His films do not merely capture moments; they encapsulate experiences—drawing viewers into narratives woven from light, shadow, movement, and emotion.
This blend of creativity and authenticity is evident in all facets of Ellis’s work—an ethos perhaps best encapsulated by browsing through his online portfolio or scrolling through his Instagram feed (@richiegrams). Therein lies a collection that serves as both inspiration and testament—to aspiring filmmakers everywhere—and showcases what it truly means to capture life through a lens.
Moreover, Richie Ellis’s contribution extends beyond individual projects; he embodies an adventurous spirit willing to explore new territories both geographically and artistically—a trait crucial in today’s ever-evolving creative landscape.
New York City—with its relentless pace and myriad stories—is often seen as a proving ground for artists worldwide; it’s here that Richie Ellis has not only proven himself but also redefined what it means to be a modern filmmaker. Through projects like his campaign video for TONAL—which can be explored further on his website at richie.work, and his IMDB page. He continues pushing boundaries while remaining true to his core philosophy: That, at heart, filmmaking is an adventure—one best embarked upon with passion, clarity, and unbridled creativity.
As these narratives unfold across screens big and small alike, we are reminded once again of the power of visual storytelling underpinned by genuine curiosity about the world around us—a sentiment no doubt shared by many who follow the footsteps of Richie Ellis, aspiring to leave their mark on indelible cityscape humanity itself.
Published By: Aize Perez
