Jeffrey Wu
Music Video & Commercial Director / Co-Founder of POPEYE MEDIA
Los Angeles, CA
www.popeyemedia.la
instagram @moodinfinite
Q What do you do?
“Hello! I’m a Chinese-American writer, director, and editor specializing in the music and hospitality industries.”
After graduating from New York University, I co-founded POPEYE MEDIA, a video production and design agency for independent artists and creative brands. My past clients include Atlantic Records, Warner Records, Columbia Records, Netflix, Panda Restaurant Group, and Maybourne Hotel Group.
Q What steps did you take to get to where you are now?
One. Become obsessed with anime as a 13 year old and make that your only personality trait.
Two. Get a camera as a Christmas present and begin filming problematic videos of you and your friends doing dumb things.
Three. Become THAT video kid in middle high school and high school.
Four. Find your first job through Craigslist with a YouTuber, drop out of school to work on YouTube videos full-time, realize it was a dumb idea at the age of 19. Go back to school and ultimately land in New York. Work at 88 Rising as a video editing intern and fall in love with branding, design, and editorial. Create your own music publication and then find yourself naturally situated as a filmmaker creating music videos for your artist friends.
Q How do you stand out in your field?
Aesthetically, my interest in graphic design is usually present in music videos I create. Whenever it makes sense, you’ll see me experimenting with Chinese typographic elements or simply using text as a storytelling element like in No Clouds In My Summer.
I’ve also devoted a lot of time to maintaining my Chinese fluency and pride myself in my ability to communicate to the older generation. My greatest personal achievement for my latest short film was being able to shoot at ABC Cafe, an iconic retro Hong Kong diner here in Los Angeles. Being able to capture the weathered booths and the warm neon hum outside was a dream realized.
Q What are you working on right now?
I’ve spent the last two years working on a short that blends both music video and narrative elements and it’s finally released! “No Clouds In My Summer” is my most ambitious project and it non-linearly explores the introspection of a young man after a break up. It’s been a dream having it be published via Wong Fu Productions and seeing reactions during screenings across America.
My new baby, funny enough, is a book tentatively called Tales of an Eastside Pinoy. Kelsey, my partner, and I have been writing and designing a memoir covering 90s and 2000s San Jose DJ culture. More information coming soon as we’re still gingerly tip-toeing into this space.
Q What’s your style?
In middle school, my mom drove a burgundy red van and always picked me and my friends up from after school. We would turn on Radio Disney and sing obnoxiously in the backseat. One day, I came home and the van was gone. My mom had sold it and without even realizing why, I burst into tears in the driveway.
I’ve come to realize I’m quite sentimental and nostalgic. Reminiscing is a pastime of mine - by myself or with friends. And my work reflects that temperament. My own personal documentaries often involve me dissecting or romanticizing past memories I’ve experienced, people I’ve met, and places I’ve been. I’m also very inspired by anime - the use of seasonality, place, and time as a character. Anthony Bourdain is a huge inspiration as well. The way he recalls, describes, and frames his memories makes me feel the same way when Dave Chapelle launches into a long childhood memory to make a larger point. It’s magical and poignant.
This project is the first time I’ve attempted to merge all these varying interests. The cinematography of this piece is incredibly inspired by Roger Deakins and Wong Kar Wai. The themes of fate, memories, and surrealism of “Your Name” are present. And of course, my own memories and feelings about past relationships are imbued as well. Please give it a watch and message me about it if you get a chance to watch!
Q Out of all your slashies, which one do you wish you could do more often?
Food journalism and covering hospitality was always been an intense interest ever since Eddie Huang’s “Huang’s World” and Anthony Bourdain's “No Reservations”.
As of late, I’ve been intensely curious as to how I can apply my directing, storytelling, and film production skills to hospitality. I once saw a hotel in Hong Kong do a 3 minute commercial in the style of Wong Kar Wai to promote their hotel. Is this something I can do too? Are other hotels interested in this?
Finding the intersection of narrative filmmaking and non-fiction journalism within the realms of travel, hospitality, and tourism is something I want to explore more of.
Q What is frustrating you right now?
After three years of freelancing and seemingly never ending growth, I am currently feeling the effects of a plateau. We’ve been incredibly lucky with word of mouth and our community the past three years, but it’s time to try new ways to reach new clients. I’m hoping this listing finds the right people!
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Can someone bring me sliced fruit and tell me I need to wear a jacket before I catch a cold? Or therapy at $20 an hour would be sick.
Q What do you wish you could have told yourself, when, and why?
You can make your passion your work, but it’ll still be work. Balance is key and always keep an open mind.
Q What kind of opportunities/projects are you looking for?
Are you a boutique hotel, destination restaurant, or tourism board local to Los Angeles interested in a spec ad? Are you open to a creative narrative-driven approach to said ad? Are you an independent record label from Asia looking for a Chinese-American director who speaks Chinese AND English fluently? Do you happen to do marketing for major airlines flying to Asia? Are you a hotel in Asia in need of cinematic content/ promotional materials? ( Can you tell I really want to be in Asia? ) Please reach out!
Q Describe your ideal job/client/collaboration.
Emotionally speaking, my favorite clients are ones that trust; ones that have faith. I have immense respect for any artist or entrepreneur who is going out of their comfort zone to pursue a dream or a difficult project. Anytime where the client is ready to lay it on the line and they trust the process , we end up making heat. That energy that they carry is infectious and we make sure to deliver.
Q: What is your rate?
I’m a firm believer that amazing projects can be done at any budget level so please do reach out via email or DM so we can present a custom solution for you. If there’s a project that can strike a chord with me emotionally, I am always open to passion projects.
For reference, $13,000 - $15,000 is the range where we make our best music videos and commercials.
Q How should someone approach you about working together?
Email me at jeff.popeyemedia@gmail.com or DM on Instagram @moodinfinite
I’d love to hear answers to any of the following: What’s your ideal budget? What are you trying to convey? How far along in the process are you? If the project is a good fit, we jump straight into developing a treatment and then we’re off to the races!
Q Who is a creative you admire?
Christopher Yang@yangstopher is an extraordinary DP who will voice his opinion while simultaneously being very collaborative.
Jason Poon @jason.hueming.poon is my directing mentor and recently jumped and brought his talents to video essays that explore purpose and creativity.
And of course Kelsey Tang @kelsotang, my partner and my ride-or-die, is an extremely talented producer and editor who will bring her excellent taste to any project she’s a part of.
Q Oh! and… how do you stay creative?
Revisit what initially sparked my interest in film as a kid aka watch Rush Hour 2.
This member profile was originally published in July 2024.