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The Responsibility Project

Liberty Mutual

Responsibility. What’s your policy?™

Lena Beug

Born in County Cork, Ireland, Lena Beug studied law, German and, later, painting at Ireland’s national college of art and design before moving to New York at the age of 23. She started her career in her new city as a graphic designer and photographer’s assistant. From there she moved to MTV as full-time on-air designer and oversaw the massive redesign of the MTV2 network.

Her first hand at directing was a teaser, “Intro Guy,” for the Video Music Awards that later became a full-blown promo campaign for MTV. It won her Gold, Silver and Bronze Pencils at the 2005 One Show. From there she went on to win Best International New Director at the 2005 Shark Awards and was listed as a “Director to Watch” by both Boards and Creativity magazines that same year. Among her other work, Lena directed and co-created the infamous character “Chunky Pam” for MTV. Her 2006 Christmas video “Merry X.X.X.L.MAS” was a huge viral hit and was voted “funniest video of the year” by Rolling Stone magazine.

Lena’s recent work includes anti-smoking PSAs for the state of Colorado and a hilarious campaign for an Irish Internet start-up featuring a naked man shaving.

Lena Beug wrote and directed The Responsibility Project film, Mandy & Lester. Watch her interview with us to hear what inspired the film, what responsibility means to her and about her upcoming work.

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