The Cinematic Creative Director (Ethan’s Version)
Before he’s a creative director and production designer, Ethan Tobman is a filmmaker. Born in Montréal, Ethan debuted his self-written, directed and produced short film Remote at the Cannes International Film Festival when he was just 19. And that entrepreneurial spirit and distinct cinematic aesthetic has carried him throughout his career. When he’s not behind-the-scenes producing everything from movies and television shows to commercials and music videos (and taking home Art Directors Guild awards in the process), Ethan’s exploring his experiential side, creative directing live performances for the biggest stars in the game — Hello, Beyoncé! Hi, Taylor Swift! — and even getting in touch with his culinary side.
Producing and creative directing Taylor Swift’s The Eras Tour — one of the most highly anticipated concert tours in recent memory — has been a culmination of Ethan Tobman’s work with Taylor since he produced her music video for The Man in 2019. The 146 date Eras-show includes dozens of costume changes, immersive LED visual walls and large-scale set swaps taking her everywhere from a Lover-era dollhouse to a remote woodland cottage. And it’s not the first time Swifties have seen the moss-covered cottage, Ethan dreamed up the same visuals for Taylor’s 2021 Grammys performance of Cardigan, August and Willow. In 2023, his busiest year yet, Ethan also designed his first restaurant, the Michelin 3-star Atelier Crenn in San Francisco, inspired by his work as set designer on the film The Menu, in which he used real food (rather than plastic props). The film was widely praised for its culinary accuracy.