Director's Works
John Lewis, Tableau Kim Gehrig
Kim Gehrig is a director known for her refreshing combination of honesty and wit. She tells stories that resonate with universal human truths, while also incorporating inventive technical ideas.
Her recent film for Apple, ‘The Greatest,’ challenged common stereotypes about people with disabilities. Her iconic commercial for Libresse, ‘Viva La Vulva,’ received praise for its humorous and liberated portrayal of female anatomy. Gehrig’s music video for Chaka Khan’s ‘Like Sugar,’ on the other hand, has become a dance classic. She has also recently directed an episode of the Apple+ series, ‘Roar,’ starring Nicole Kidman.
Gehrig’s culture-shaping impact on filmmaking has not gone unnoticed. Gehrig is the 2nd woman ever to win the DGA Award for Outstanding Directorial Achievement in Commercials, being consecutively awarded in 2022 and 2023. Her films have won a plethora of awards including Cannes Lions, D&AD pencils, UKMVA’s and British Arrows, where Kim was honoured with the coveted Fellowship Award in 2023.
Born in Australia, she studied at Central Saint Martins in London, and currently splits her time between Los Angeles and London.
Celebrating 100 years of John Lewis’s Never Knowingly Undersold promise, Tableau unites a century of British life in a single, seamless moving artwork. The 100-second film, shot at 100 frames per second and featuring 100 characters, layers iconic moments and everyday lives into a non-chronological sequence, reflecting the brand’s enduring presence in British culture. Built entirely from John Lewis products, the scene brings together characters from across eras, from the roaring twenties to today. The film culminates in a Bruegel-inspired tableau, set to Mike Skinner’s reworking of The Beat Goes On, celebrating past, present and future.
