Erich works and surfs out of Manhattan Beach, California. Before founding Tool and beginning his directing career, he worked as an art director at Goodby, Silverstein &Partners in San Francisco, where he collaborated on highly-regarded work for Sega, Isuzu and the debut of the Got Milk? Campaign, and was selected as Adweek’s „Art Director of The Year“ two years in a row.
As a director, Erich has won a wide range of the most prestigious industry awards?including several Cannes Gold Lions, a directorial DGA nomination, and two directorial Emmy nominations?and he has directed several commercials that have been selected as part of the permanent collection of the New York Museum of Modern Art.
In 2011, Shots Magazine ranked Erich as one of the top-ten commercial directors in the world. He has worked with feature film stars Robert De Niro, Kathy Bates, Kim Basinger, Alec Baldwin and Charlie Sheen, among other A-List Talent.