Texas-born Director/Editor "IREN" Sheffield discovered filmmaking at a young age, recording family events and home movies around the house. After recognizing his passion for filmmaking, his parents sent him to art school in Los Angeles. While there, he learned and developed the language of story telling, pop culture, and technology.
IREN soon fell under the mentorship of Robot's founder Chris Robinson. His first major opportunity came at age 23 when he was tasked with directing, shooting, and editing the Warner Bros documentary for the motion picture ATL "In The Rink". Known for his fresh take, and manicured commercials and music videos, Iren has gone on to direct music videos for artist such as Ray J, Gucci Mane, Day 26, Gilbere Forte', Wyclef, Akon, and Lil Wayne.
One of his highest profile projects has been as the director of the BET Cyphers on the BET Hip Hop Awards. In this Cyphers series, he has directed Eminem, Kanye West, Common, Ice Cube, Kanna, Rev Ron and Nikki Minaj.
Currently IREN is co-directing a documentary film for Universal/ Def Jam titled "A Hustlers Ambition" the life of multi-platinum artist Young Jeezy. The film also features Jay-Z, Rihanna, Justin Bieber, P.Diddy and Drake.