Industry Mourns Loss of Advertising Visionary Jonathan Schwartz, 58, Managing Director at Washington Square Films
NEW YORK, NY — Jonathan Schwartz, a towering figure in advertising and film production and Managing Director at Washington Square Films (WSF), has died at the age of 58. A beloved creative force, respected mentor, and pioneering executive, Schwartz passed away peacefully on May 17, 2025, surrounded by his family in Fairfield, Connecticut.
Raised in Chappaqua, NY, and a longtime Fairfield resident, Schwartz leaves behind his wife Mara, their twins Matthew and Alissa, his sister Stefanie, and half-siblings Daniel, Rachel, and Rebecca. His passing marks the end of an extraordinary career that shaped global campaigns, launched celebrated directors, and left an indelible mark on the visual language of modern advertising.
A Legend in Commercial Storytelling
Schwartz’s name became synonymous with excellence in commercial production. As Managing Director of WSF, located in Manhattan’s historic Bowery district, he was instrumental in transforming the company’s global commercial division into a creative powerhouse. Under his leadership, the studio delivered iconic campaigns for Apple, Ford, Disney, Amazon, Pepsi, Toyota, Meta, Delta, Bose, Honda, Spectrum, and countless others.
Colleagues describe Schwartz as a rare blend of sharp business acumen and creative soul. “He had a sixth sense for what made a story resonate—whether it was a 30-second spot or a feature film,” said WSF Founder Joshua Blum. “He changed the way we think about production, and he changed the lives of everyone who worked with him.”
A Career Built on Passion, Mentorship, and Vision
Schwartz began his career with a string of humble roles, driven by a deep love for the craft of storytelling. His talent, humor, and tenacity propelled him into executive ranks, where he not only built an empire of campaigns, but cultivated a new generation of industry leaders.
One of them is Han West, now a partner and executive producer at WSF. “I started as a freelance producer for Jonathan seven years ago. He mentored me closely every day for the past three years. He taught me how to lead with creativity, and with kindness,” West said.
A champion of originality, Schwartz curated a roster of acclaimed directors and helped WSF evolve into a respected name in both commercial and feature filmmaking. His fingerprints can be found on everything from Super Bowl ads to Cannes Lions-winning short films.
A Personal Life Rich in Meaning
While his professional accomplishments were vast, Schwartz considered his family his greatest achievement. A devoted husband and father, he found profound joy in raising his twins with his wife Mara. One of his proudest moments was watching his daughter Alissa graduate Magna Cum Laude from Ithaca College earlier this year.
Friends and colleagues remember Schwartz for his quick wit, contagious laughter, and punk-rock spirit. He was known to liven up sets with stories from his youth and always made time to catch live music with his crew—no matter the city.
Fighting Cancer With Humor and Grit
In recent years, Schwartz faced a private battle with non-Hodgkin’s lymphoma—one he met with unflinching honesty and trademark humor. His memoir, Fck Cancer*, became a beacon of strength for many, blending brutal truth with dark comedy as it chronicled his journey through cancer, the ad industry, and personal growth.
“Jonathan didn’t sugarcoat life,” said a longtime friend. “But he found beauty in it, and made sure others could too.”
A Lasting Legacy
Beyond the brands and awards, Schwartz’s legacy is rooted in humanity—in how he treated people, in how he lifted others up, and in how he made work something meaningful. His influence will continue through the work of WSF, through the talents he nurtured, and through the powerful visuals he helped bring to life.
In lieu of flowers, the Schwartz family has requested that donations be made to Memorial Sloan Kettering Cancer Research. A memorial website has been created for industry colleagues to share tributes and memories.
Washington Square Films will host a memorial service on Friday, June 6, both in-person at their New York offices and virtually for guests around the world.
As the industry says goodbye to one of its brightest lights, Jonathan Schwartz is remembered not just for the stories he helped tell—but for the life he lived with purpose, passion, and unwavering authenticity.