It’s apt that commercial director Lena Beug grew up in rural Ireland without a television set. The isolation fostered her creativity, enabling her to find inspiration in the simplest of things.
This sensibility served her well on her most recent venture, a playful webisode for Bluefly called Closet Confessions, which found her exploring celebrity closets belonging to Joan and Melissa Rivers, Kelly Cutrone, Kelly Osbourne and Kimora Lee Simmons. It won ‘Best Online Video’ at the Fashion 2.0 Awards in 2011.
Prior to that, Lena directed a series of anti-smoking PSAs for the state of Colorado, a hilarious campaign for Irish start-up Entertainment.ie (featured a naked man shaving a tie into his chest) that earned honours at the 2008 Kinsale Sharks, and the Liberty Mutual short film Mandy & Lester.
Her latest commercial work has seen Lena helm comedy campaigns starring extremely dehydrated people for Deep River Rock, hungry families for Manwich, guys with big foolproof solutions for Just For Men, and office workers looking for the right fit for Vodaphone.
Lena’s eye for slightly deranged-yet-sweet realism has carried her onto a career in film and television. In February 2006 Lena co-created and directed the infamous character “Chunky Pam” for MTV and the hit Christmas viral “Merry XXXLMAS,” voted funniest video of the year by Rolling Stone.
In 2005, she directed a teaser featuring the lovable but rhythmically inept “Intro Guy” for the MTV Video Music Awards, which later became a full-blown promo campaign for the network, winning Gold, Silver and Bronze Pencils at the 2005 One Show. She also won Best International New Director at the Shark Awards 2005. She has been featured in Directors to Watch issues of both Boards and Creativity Magazines and in the New Directors Showcase in Shots issue 93 the same year.
She now resides in New York with her husband and two young children.