Spark & Riot Adds Director Lu Xiao Wei To Its Talent Roster

Filmmaker Lu Xiao Wei has joined the roster of directorial talent at Spark & Riot.

She has directed many commercial spots for brands like Nike, Instagram, Bumble, Lego, Samsung, P&G, Depop, Estée Lauder, Audible, and eBay, as well as collaborative spots for Tommy Hilfiger x Formula 1 and Johnnie Walker’s Lunar New Year film. She directed the documentary BR X: FINAL for Boiler Room, set in Taipei’s underground club scene, and the documentary short “The Filial Daughter,” an intimate look at the professional mourners of Taiwan. Prior to joining Spark & Riot, she had been repped by Kode Media, UK.

Xiao Wei grew up in Taiwan, where she trained as a ballerina. Following her departure from dance, she sought another artistic medium where she could bring emotions to life through form, and in doing so, found directing. Her early influences from Taiwanese and Hong Kong New Wave cinema led her to adopt a kinetic, genre-fluent approach to storytelling, with a smooth integration of unexpected lens angles, resolving that the most powerful shot is the one that feels truest. Xiao Wei later earned her MFA from Goldsmiths University in London, where she made films that have screened at film festivals across the US, Europe, and Asia, including the LA Asian Pacific Film Festival, Aesthetica, London Short Film Festival, and the Berlin Fashion Film Festival.

“I’m drawn to the intersection of cultural identity, music, and subculture,” said Xiao Wei. Of the ensemble at Spark & Riot, she said, “They have a genuine mission beyond just making work. When I met the team in New York, what struck me was the thoughtfulness of how they operate. They’re not just representing directors; they’re building something. That alignment matters to me. I want to grow my career in the U.S. with partners who are invested in the same things I am.

Ana de Diego, founder of Spark & Riot, added, “The commercial landscape is actively demanding what Lu naturally brings to the table by virtue of being who she is–everything she touches has a rawness that cuts right through the modern digital noise. Her films feel inherently contemporary and culturally relevant in a way that feels impossible to manufacture.”