Asheley Hu Roe Joins We Are Royale as Head Of Production

Award-winning creative production company We Are Royale (WAR) has expanded its leadership team with the addition of Asheley Hu Roe as head of production. With an accomplished resume and knack for focusing the visions of brands and creative teams, Asheley has established herself as one of the most in-demand strategic producers in the industry. Her resume boasts some of the biggest clients in entertainment and media, including Netflix, Warner Bros., NBC, Sony Music, MTV, Will Forte, Ke$ha, and Jack Black, to name a handful. She’s also produced spots for leading international brands like Nike, Simon & Schuster, Hasbro, Red Bull, Oscar Meyer, and the NFL. 

“Asheley is special,” notes Jen Lucero, CEO and co-founder of WAR. “She has such a wide and unique range of expertise to draw on in her role as Head of Production, and she’s passionate about her work. She’s just jumped right in, and we couldn’t be more excited to have her on board.”

Asheley joins WAR following a tenure as supervising producer at Open Road, which garnered Promax North American and Global Agency of the Year nominations during her time there. She also oversaw the complete relaunch of Open Road’s website and branding, which led to work for Facebook/Meta, and collaborations with recording artists Cardi B, Shawn Mendes, the Jonas Brothers, and Post Malone.

After getting her start in the industry PA’ing for free, Asheley quickly became known as an extremely dedicated professional who often gained notice for outworking more senior production staff. It was on an early shoot that producer Jonathan Craven, son of director Wes Craven, singled out Asheley for her incredible work ethic and urged her to pursue a career as a producer. 

From there, Asheley began her first freelance work at The Uprising Creative. Expanding her portfolio into more commercial-driven work, she then coordinated an ambitious multi-country campaign for Perrier, featuring hand-chosen street artists generating branded content in cities including San Paolo, New York, and Tokyo. “We worked around the clock across multiple time zones, and the campaign was incredibly successful,” recalls Asheley.

An award-winning run at Dirty Robber followed, helping the company to expand from music videos into documentary, narrative, and branded content. This led to a brief but prolific contract with The Famous Group as Interim head of production for their Sports Division; here, she notably developed logistics systems and best rehearsal practices for 'Boston Rising,' the first Drone-powered gameday open, featuring ground breaking views of the Boston Celtics in action. 

Asheley next worked in long-form development with Religion of Sports, helping to shape Emmy Award-winning content, followed by a notable run at Stun Creative (now called Known) where she helped develop the entire brand launch campaign for Beyond Meat. 

Beyond just her own career, Asheley is known for her dedicated mentorship work, in particular, helping women to get established in the field. “I like to help others realize their hopes and dreams -- trying to be generous with my connections and lifting people up.” As well, Asheley has volunteered with women overcoming domestic violence, openly sharing her own past experiences to help others move past their trauma. 

Looking forward to the future, Asheley is eager to help build connections within We Are Royale. “It’s a company that artists are excited to work with because they do things differently. I also love that they’re co-owned by a woman -- there’s not enough women in leadership positions in this industry. With all that in mind, I’m really excited about the potential here.”