Parris Goebel arrives at Merman.

5 August 2026

It's not every day you sign the inventor of Polyswagg, but that is exactly what Merman has gone and done with New Zealand-born director and choreographer Parris Goebel.

It's not every day you sign the inventor of Polyswagg, but that is exactly what Merman has gone and done with director and choreographer Parris Goebel. Now represented by the company in the UK and US, Goebel developed Polyswagg as a blend of hip-hop, high fashion, and Polynesian flair. Now that sounds like a cocktail and a half.

Movement mixologist Goebel says: "Movement is how I express myself and share my stories. I see directing as an extension of that expression and my creativity, taking the same inspiration and spectacle that I bring to a Super Bowl halftime show or world stage tour to a different audience.

"I have always wanted to direct more in the advertising space, and help to build a brand's image the same way I do for other artists and performers. And I'm so happy to do that with Merman. On our past projects, they understood and trusted my vision, and gave me the space and support to create it in the best way possible. I'm excited to see what else we can create together."

So is Merman Partner and Executive Producer Siobhan Murphy for that matter: "Welcoming Parris Goebel to her first ever production company home is nothing short of an honour. She is a creative force, who has redefined what movement, storytelling and staging can look like through her pioneering lens. We cannot wait to build partnerships with some of the world's most iconic brands that match the scale and vision of her creative ambition."

And what does Global Managing Director Kira Carstensen have to say about all this? "Parris is a true artist who inspires and elevates all other artists around her, be it an iconic performer or a set designer. She understands the power of movement - movement of performers, camera, set design, costume, lighting - and how together they create a holistic and emotional experience for an audience. We could not be more excited to bring her vision to our brand and agency partners."

You can see more of Parris Goebel's work right here. Next, drop Ellen Crane a line via ellencrane@hellomerman.com or call 020 8079 0140.