Frankfurt am Main | 13 – 20 October 2024

Geoff McFetridge: Drawing A Life

United States OVe / OV
By Dan Covert
Sun, 15 October 2023, 2:00 PM
You may not know his name, but his art is everywhere. It’s on your Apple watch, splashed on the sides of buildings, exhibited in countless galleries around the world, in title designs for films by Sofia Coppola and Spike Jonze, and featured in collabs with Vans, Warby Parker, Nike, and more. One of the most prolific artists of his time, Geoff McFetridge has undoubtedly influenced the way the world looks. The antithesis of the archetypal artist fueled by drugs, alcohol, and chaos, what sets the prodigious McFetridge apart is his quest for balance as a father, ultramarathoner, and designer. In Geoff McFetridge: Drawing a Life, fellow artist and director Dan Covert offers unprecedented access into Geoff's multicolored world, painting an intimate portrait of a man whose work is guided by intention and authenticity. Deeply thoughtful and illuminating, Drawing a Life reveals the details of McFetridge’s life and work while delving further into the universal questions of what makes a fulfilling life and how to live with intention in the limited time we all have.


Film Info


Geoff McFetridge: Drawing A Life
  • United States
Spoken language
  • English
81 Minutes
Color Format
  • Colour




  • Dan Covert

    Dan Covert began his career designing logos for MTV’s Video Music Awards, art directing covers for Newsweek Magazine, and teaching type and new media classes at Pratt Institute.

    His passion for storytelling and design collided when the American Institute of Graphic Arts called upon him to direct a film series about their distinguished medalists. Today, he has directed over 60 films for AIGA, telling the stories of world-renowned designers like Milton Glaser, David Carson and Emory Douglas the Art Director of the Black Panther Party. This work has premiered at SXSW, Tribeca Film Festival, and Raindance among others.

    As an award-winning and tenured commercial director, he has worked for iconic brands including Coach, Peloton, Olay, Sweetgreen, Oatly, Nest, Lincoln, RAM, Johnson & Johnson, Delta, Hennessy, and The Gates Foundation. His recent films for Rivian helped their IPO become the 6th largest in history.

    Dan composes images through the eye of an artist, and has a unique ability to capture authentic moments on film by shepherding performances from real people, actors and celebrities alike by letting their true selves shine.

    His short films and commercials have earned Webby Awards, Vimeo Staff Picks, garnered millions of views, and gained recognition from major film festivals. Dan is the Co-Founder of the production company Dress Code, a published author, and a sculptor and painter represented by Uprise Art.

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