Christopher Sims came of age in the feverish OC/LA skateboard scene where he wrote and directed a semi-autobiographical no-budget feature about suburban youth living in Southern California. Sims soon began touring with bands in the Southern California hardcore scene, shooting constantly, and fashioning music videos and documentaries out of the cascade of raw footage – an edge and energy he carried forward into his productive music video and commercial career.
To date, Sims' music videos have garnered billions of views. He's created and directed dozens of short form and long-form projects for his clients from platinum selling artists like Usher, Ludacris, David Guetta , Avril Lavigne, Stone Temple Pilots, Keane, and Ne-Yo to emerging stars like A Great Big World featuring Christina Aguilera, Cassie and Noah Cyrus.
Shooting and directing alongside the celebrated fashion photographers, Mert & Marcus, has influenced his fashion sensibilities and allowed those certain tastes to encourage much of his fashion work at the outset of his artistic career as a whole.
Music and its inherent energy also drives much of his commercial and advertising work: Usher appears in his branded content for Pepsi to highlight the VMA awards; a Miller Brewing Company spot features a live concert version of Sebastian Ingrosso’s Reload; and Launch, part of his campaign for sports fitness company HyperIce unspools to the savage fury of the Misfits "Spinal Remains". As if to punctuate the connection, in his spot for Beats headphones, Destroy Bad Sound, Serena Williams incinerates the product’s inferior rivals with a flamethrower as we hear Robin Thicke’s single, “Give It 2 U” featuring Kendrick Lamar & 2 Chainz.
Most all of Sims’ past music video work was created through the legendary DNA production company which has now dissolved their EP’s into Hound Content and also over to Anonymous Content. A brief career stint at RSA Films led Sims down the path of commercial ad work and new media content building for global brands. Currently as an Independent Commercial Director, he’s leveraging his agency relationships with new opportunities in the ever-growing market of production companies and content builders.
Shifting his focus and sensibilities now as an American artist, Christopher Sims has now been working in new media landscapes. Spending much of his recent time as partner and Senior Director of Content for the ever-growing brand, HyperIce.
Additional clients include Apple, Gucci, Citi, Deutsch, J. Walter Thompson, BBDO, Vayner Media and the Sea Shepherd Organization.