LOS ANGELES, June 1, 2026 — Emmy-nominated commercial director Win Bates has joined the roster at Good Behavior, the independent comedy commercial production company founded by director Pete Marquis and partners Victoria Guenier and Adam Lawson. Win Bates has directed campaigns for BMW, Toyota, Pepsi, Samuel Adams, DoorDash, Burger King, Carvana, Doritos and Dunkin’. His work has been awarded at Cannes Lions, D&AD, One Show, Clios, ANDYs and more. Bates was nominated for an Emmy in 2018 for the powerful Monica Lewinsky anti-bullying PSA “In Real Life” for BBDO New York.
“I have known Victoria since my days back at Deutsch LA, and I have always been a big fan,” says Bates. “Then I came across some of Pete’s work, and it felt like the perfect fit. We are going to have a lot of fun making people laugh or cry, ideally both simultaneously.”
Bates has worked with celebrities, and professional athletes including Snoop Dogg, Kristen Bell, Dax Shepard, Patrick Mahomes, The Manning Brothers, David Ortiz, and more.
“I like to keep things light and fun on set,” says Bates. “Throwing ALT jokes and ideas back and forth with creatives and talent to really make the performances feel natural and funny. I also wear lifts on set so that I look taller, which I find helps.”
“We’ve been a fan of Win’s work for years,” said Pete Marquis. “He’s a fantastic director and, turns out, a joy to be around. He passed his background check with flying colors. He is unaffiliated with the Bates Motel. So, rest assured, he will not come after you in the shower. We’re thrilled he’s joining Good Behavior!”
Good Behavior is repped on the east coast by Milktoast, in the midwest by GRG Partners, and on the west coast by Resource.
