K-pop superstar Rima Yoon joins Eleanor.

8 July 2026

Eleanor Films has pulled off a major coup by securing K-pop superstar director Rima Yoon for their US and UK rosters. It's the first time the Korean phenomenon has been available to direct commercials in either territory.

Rima Yoon is one a handful of go-to directors for the superstars of K-pop and even the most cursory glance at her work reveals why. Her reel is a feast of sensational work and many of her promos have garnered upwards of 100 million views on YouTube alone. Obviously, that is partly due to the popularity of the genre, but it also owes a lot to what she's bringing to the party... and it's some party.

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What she brings cannot be moodboarded, reverse-engineered, or safely explained in advance.

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So, let's see what all the fuss is about by taking a look at three of her recent promos... starting with 'Rich Man' by aespa. It's a banging track centring on a powerful assertion of female autonomy - a theme Rima Yoon picks up and runs with in this fabulous promo. She uses an array of imagery to back the lyrical proposition that strong, independent women are not in need of men for anything.

Yoon's promo for BLACKPINK's 'Go' is a cavalcade of shifts in pace as it follows the song's trajectory, slowing and speeding alongside the track as it shifts between ballad and anthem. Both aspects of the song are perfectly addressed by a promo that is brimming with in-camera trickery and VFX tomfoolery and creates an outcome that you've watched in its entirety before you've so much as glanced away from the screen.

There's a similar kinetic energy to the promo for Itzy's 'Tunnel Vision' - a song that reminds us of the importance of broadening our outlook to encompass more than "work, work, work". Rima Yoon's promo grasps the viewers' attention like a gangster grabbing them by the lapels and holding their faces an inch from his own while describing all the ways he could fuck them up.

Little wonder that Eleanor's Sophie Gold is so thrilled. As her announcement rightly observes: "Rima is not the answer to a reference. She is the reason the reference will not exist until after she makes it. What she brings cannot be moodboarded, reverse-engineered, or safely explained in advance. It arrives already alive, with its own physics, its own private logic, and the strange certainty of something that was waiting to be found."

Rima Yoon herself adds: "Joining Eleanor is more than finding new representation. It is about finding people who truly understand why I make films. I have always wanted to create work that gives form to emotions we don’t yet have words for, and invites people to believe in worlds that don’t yet exist. I believe Eleanor is the right place to push those possibilities even further, and I am genuinely excited for everything we’ll create together."

For more on Rima Yoon and to see further examples of her stunning array of work, visit the appropriate part of Eleanor's website, where you'll also find contact details.