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With deep roots in music and the visual arts, Goodpenny is a creative studio that works across all forms of media with brands, agencies, production companies, film studios, and record labels to create engaging commercials, films, music and branded content.

Goodpenny is also positioned to bring top trending social influencers and prominent music artists to your brands. Our network boasts over 200MM impressions across all major social platforms.

Founded and headquartered in New York City, Goodpenny brings together award-winning and talented directors, artists, composers, songwriters, producers, designers and editors to collaborate on each and any stage of a project - from concept to post-production.

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With years of experience, Goodpenny’s creative team captures the ideas of the world’s leading brands, directors, and tastemakers. We bring together perfect ideation, production, post and finishing teams for your vision and can work with you to develop a 360 degree media plan, launch unique TV and Online content tapping into and leveraging top influencers and selected talent. We bring unparalleled visibility to your brands.


Our exceptional talent, combined with our state-of-the-art technologies and VFX experience – facilitates a seamless post-production process, enabling even greater creative expression while producing efficiencies for a timely and cost-effective workflow.


Leveraging the expertise of leading feature film, documentary, commercial, and music video directors as well as emerging talent in the digital world – Goodpenny is in a unique position to put together the most exciting collaborations for every project.


Composing and producing original music and bringing decades of success to the Goodpenny story, Goodpenny’s Grammy and Emmy-nominated team of composers, songwriters, producers, mixers, and engineers brings the creativity, skills, and insight needed to compose music for each and every project.



Andrew Hollander

Andrew Hollander

Founder/Composer/Songwriter Reel

Andrew Hollander is a uniquely gifted songwriter, producer, and film composer. As a songwriter, Hollander contributed 2 songs, “Thankful” and “Always Be Your Girl,” to Celine Dion’s chart-topping November 2013 release, “Loved Me Back to Life,” which climbed to #1 in 31 countries. In 2014, he topped the charts again with Jacquie Lee’s debut single “Broken Ones,” co-written and co-produced by Hollander for the Atlantic Recording artist and “The Voice” Season 5 finalist. Hollander’s diversity as a musician is reflected in his eclectic choice of collaborators, including hit Brit imports The Chevin, Brooklyn-based singer/songwriter C. Gibbs, whom Rolling Stone called “a country brother of Tom Waits,” and G.E.M., for whom Hollander co-penned the #1 single in China, “Someday I’ll Fly.” Across his career, Hollander has worked with many esteemed artists, from New York Dolls frontman David Johansen to #1 Billboard dance artist Vassy, Babyface, and indie darlings White Rabbits. He was honored to play on three albums by his mentor, the legendary Yusef Lateef.

Named one of The Hollywood Reporter’s “Composers On The Verge Of The A-List,” Hollander has composed scores and written songs for many acclaimed feature films, including 2012′s Sundance Audience Award-winning and box office record-breaking Mike Birbiglia film, “Sleepwalk With Me.” He also scored the smash hit “Waitress” (Fox Searchlight), written/directed by the late Adrienne Shelly and starring Keri Russell, Jeremy Sisto, Cheryl Hines, and Andy Griffith, for which he also co-wrote with Shelly “Baby Don’t You Cry (The Pie Song).” Both Hollander’s score and the song were shortlisted for the Academy Award. After hearing his music in “Waitress,” award-winning director Amy Schatz tapped Hollander to score the Emmy and Peabody Award-winning HBO series, “A Child’s Garden Of Poetry,” as well as “Don’t Divorce Me,” an HBO original documentary executive produced by Rosie O’Donnell and Sheila Nevins, featuring music by Hollander and The Roots. Hollander has been featured in Variety’s Music For Screens issue alongside Hans Zimmer and Michael Giacchino, sat on the prestigious Sundance BMI Composers Panel with George S. Clinton, Edward Shearmur, and Don Davis, and appeared as a featured panelist at the Hollywood Reporter/Billboard Film & TV Music Conference, where other speakers included Sean Penn, Eddie Vedder, Judd Apatow, and Marco Beltrami.

Hollander is co-founder and CEO of Goodpenny, a NYC-based creative boutique where talents of all disciplines collaborate across all forms of technology and media.

Bruce Ashley

Bruce Ashley

Partner/Editor/Creative Director Reel

Australian born, Bruce has a passion for imagery, storytelling, and music. He has edited a broad range of content, including music videos, TV shows, promos, documentaries, and TV commercials. Noteworthy projects include the MTV “Buzz” TV series, video albums for Duran Duran and Enigma, the AIDS awareness documentaries “Red Hot & Dance” and “Red Hot & Cool,” more recently the Grammy nominated long form for Bruce Springsteen “Devils & Dust”, also concerts for U2 and David Bowie, amongst others.

Music video credits include Iggy Pop, Pearl Jam “Jeremy,” (MTV Best Video), Santana, INXS (Best Video), Bob Dylan, Lush, Jesus and Mary Chain, Love and Rockets, Madonna, and Los Lobos “Kiko,” (Best Breakthrough Video). Videos he recently crafted are The Girls’ “Lust for Life” director’s cut and the Oscar-winning track “Weary Kind” for the film “Crazy Heart.”

Commercial projects include spots for Guinness (Clio), Clinique (Clio), Elizabeth Arden, the NBA (One Show Pencil), Foster’s Beer (One Show Pencil), AT&T, Miller Breweries, Verizon, Astra Zeneca, Kohls, Colgate, Avon, and Tiffany & Co.

Bruce has worked with, been inspired by, and influenced by the likes of Russell Mulchay, Mark Pellington, Howard Greenhalgh, Steve Hiett, Arthur Elgort, Morten Sandtroen, Tim Pope, Matthew Ralston, Ellen von Unwerth, Marcus Raboy, Peter Lindberg, Danny Clinch, and Russell James.

Drawing upon the often intangibles of film language, sound, and imagery, Bruce strives to create engaging content exposing a narrative, mood, or humor that provokes the viewer’s sensibilities and resonates with the brand or filmaker’s intent.

Ashley is also a co-founder and partner of Goodpenny, along with Andrew Hollander.

John Marinis

John Marinis

Editor Reel

John Marinis is the newest addition to the GP edit team, coming to us with vast experience and an upbeat and vibrant approach to editing. Throughout his career, he has worked at many of NYC’s top shops, including Crew Cuts, Cut+Run, and most recently, The Cutting Room. John has created exciting content for ESPN, Johnnie Walker, Olay, Hershey’s, YouTube, Kenneth Cole, Volkswagen, Tanqueray, and Nissan, to name a few. He’s collaborated with major agencies Grey, McGarryBowen, BBDO, DDB, BBH, Weiden & Kennedy, Mother, Goodby, and Saatchi & Saatchi, amongst others. He counts directors Mike Bigelow, Rob Sanders, David Gray, Mike Maguire, Jon Watts, Dennis Liu, Greg Kohs, Neil Tardio, Sasha Levinson, Rob Gilbert, and Jesper Hiro as some of his creative partners. John believes in collaboration and having fun on the way to creating the best possible spots.

Ryan Gaul

Ryan Gaul


Growing up in New Jersey, but living in Los Angeles for the past 8 years, Ryan truly has an idea of life on both the left and right coasts. Starting his career in the live-action world, Ryan had the chance to work with some incredible commercial directors and traveled all over the country on different jobs. Even before landing in the world of media, Ryan nurtured a passion for travel and worked as an English teacher in the Dominican Republic, where he learned how to dance bachata and scale palm trees for coconuts.

After getting a feel for life abroad and on set in the States, Ryan moved into the post-production world and worked with well-established companies like Psyop, Digital Domain, and Method Studios. With a strong background in VFX, he has been credited on features such as Cloud Atlas, Oz the Great & Powerful, Tyson, and Ironman 3.

Outside of the office, you can find Ryan playing in the park with his two pitbulls, or at the local Irish pub chatting it up with strangers.

David Wolfert

David Wolfert

Music Director/ Composer/ Songwriter Reel

David is a Grammy and Emmy-nominated producer, composer, songwriter, and musician who has worked in film, advertising, broadcast television, and the record industry.

Some of David’s recent film scores include: “Smash His Camera,” a 2010 Sundance Selection, “Tim Richmond To The Limit,” part of ESPN’s 30 for 30 series, “Dale” (Paramount/ CMT), and one of the best-selling sports DVDs of all time, “Montana Meth” (HBO).

David’s songs have been recorded by numerous artists, including Whitney Houston, Dolly Parton, Dusty Springfield, The Four Tops, Cher, and Julio Iglesias Jr. David has also worked as an arranger, producer, and guitarist with many music icons, including Rod Stewart, Bette Midler, Whitney Houston, Elton John, Peter Criss, Jimmy Cliff, Gladys Knight, Johnny Cash, Harry Nilsson, The Temptations, Aretha Franklin, Dr. John, and more.

David’s recent television work includes the theme music for “Poker After Dark” and “Heads Up Poker” (NBC). He has also written the themes for “Pokémon,” and his catalog includes music for NFL Football, Nascar, The Martha Stewart Show, and Bringing Home Baby. He created the themes for numerous shows, including The Chris Matthews Show, the acclaimed PBS programs “Egg the Arts Show,” “Flashpoints,” and “Animorphs.” His promo work includes clients NBC Nightly News, Showtime, and the Discovery Channel.

David has also scored over a thousand commercials for virtually every major national advertiser and has won multiple Clios for his work.

David serves on the Advisory Board for the Songs of Love charity and the New York Steering Committee of the Society of Composers and Lyricists, and he has given Master Classes at the Berklee School of Music and the Newhouse School.

Lawrence Manchester

Lawrence Manchester

Senior Engineer/ Mixer Reel

Whether recording a Hollywood film score with a 90-piece orchestra for a Martin Scorsese film, tracking vocals with Beyonce, engineering the Spider-Man cast album for Bono & The Edge, or mixing Fashion Rocks in 5.1 to a TV audience of millions, Lawrence Manchester’s experience, versatility, and sheer professionalism as a producer, mixer, and engineer have made him one of the most in-demand talents in NYC.

To date, this 2010 Grammy nominee has engineered the scores for three Academy Award-winning films: “The Departed,” “Frida,” and “The Red Violin.” He’s collaborated with some of today’s most accomplished composers (Danny Elfman, Carter Burwell, Marc Shaiman, Elliot Goldenthal, and Howard Shore) and finest directors (Ang Lee, Julie Taymor, and The Coen Brothers). Gold and Platinum records he’s worked on include John Fogerty’s “The Long Road Home” and the soundtrack to the movie musical “Across The Universe.”

Lawrence is also the music mixer for NBC’s Emmy-nominated “Late Night With Jimmy Fallon,” where he’s mixed live performances by The Roots, Bruce Springsteen, Paul McCartney, Green Day, Mumford and Sons, Vampire Weekend, Keith Urban, Public Enemy, Dave Matthews Band, The Dead Weather, My Morning Jacket, and The Muppets.

In the studio, Lawrence has engineered records for Grammy-winning producers Phil Ramone, Steve Lillywhite, T-Bone Burnett, and Jack Douglas. In addition, he has recorded some of the biggest and most varied artists of our time, including Diana Krall, Justin Timberlake, Sondre Lerche, Art Garfunkel, Regina Spektor, Nellie McKay, Ron Carter, Patti LuPone, and The Chevin. As a producer, Lawrence has worked with Michael Moore, Kelli O’Hara, Sutton Foster, and The David Brass Band.

Originally from Maine, Lawrence’s work has taken him around the world from Los Angeles to Kiev, Paris to Bangkok, Amsterdam to Quito, Melbourne to London, and Sao Paulo to Prague, while New York City is always his home.

AJ Clark

AJ Clark

Cutting Assistant
Ava Steinbrenner

Ava Steinbrenner

Office Manager/ Client Relations

Born and raised in Atlanta, Ava is a recent New York transplant. During her studies at Georgia State University, she discovered her passion for the creative side of business. The city of Atlanta drove her interests in music, media, client relations, and visual editing to name a few. In the past year, Ava has graduated with dual degrees in Management and Marketing, specialized in social media, interned in branding agencies and received a scholarship in Advertising.

Adam Cruz

Adam Cruz


Adam’s first major entry into the business came in 1988 with the opportunity to work at Broadcast Arts, a New York-based commercial/SFX production house. Broadcast Arts was renowned for producing a variety of high-profile commercials, such as “Bud Light – Super Bowls,” and a variety of music videos, from “Alan Parsons Project – Don’t Answer Me” to the opening credits of Madonna’s “Who’s That Girl.” Broadcast Arts was also responsible for the first season of the television series “Pee-Wee’s Playhouse.”

Between 1994 and 1995, Adam was a media teacher for four semesters at the state-run institute Neon, Inc. (a non-profit organization). As a teacher, he taught his students to study and understand media in all its forms and guided them in producing independent projects by training them in all the aspects of film and video production, including editing.

During this time, he also served as the associate producer on “Palante! Siempre, Palante!,” a 60-minute documentary focused on the history of the social activists’ group the Puerto Rican Young Lords.

In 1996, Adam became the assistant to the CFO at Curious Pictures. During his time there, he oversaw aspects of both the financial and production divisions of the entertainment/production company (including Curious Toys) while it produced television commercials and original programming. He has worked on a number of diverse projects, such as “Sheep in the Big City,” the animated Christmas special “Little Spirit,” “A Little Curious” for HBO, “Kids Next Door” for Cartoon Network, and “Little Einstein” for the Disney Channel, to name a few.

Preceding his association with Goodpenny, Adam was part of the team which developed Lajit software, a web-based production accounting software for the entertainment industry.


We keep good company. Here are some of our crazy talented partners.



We believe we are only as good as how much we give back. Here is some of our cause-focused work, and the causes that are close to our heart.

Coalition Against Gun Violence “Diner”

Colgate / Water Conservation PSA – Y&R NY

Coalition Against Gun Violence  “Youth”  



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