The Creative’s Champion
Over the past decade, the commercial advertising industry has been shortchanging itself with a self-inflicted paradox. The industry’s goal is to sell product, which means the creative needs to catch the audience’s attention, and then be compelling enough to activate viewers to make a purchase, change insurance providers, watch a show…whatever it is. The irony is that the overwhelming majority of the creative is stale. It’s neither fresh nor exciting, which is a shame because it doesn’t have to be this way.
There is certainly no lack of talent, rather, there’s a lack of opportunity. Agencies have become severely risk averse and too reliant on safety plays when hiring directors. We see it all of the time and frankly, it’s preventing the industry from meeting its own creative potential. In order for our industry to produce work that is actually engaging and groundbreaking, people in hiring positions must evolve past the mindset of, ‘well we should go with that director because he just shot our last commercial’. If agencies simply look beyond the most recognized names, there is a vast creative pool filled with amazing talent.
We know this to be true because we work with amazing talent. We are truly surrounded by an abundance of creativity and our founding mission is to shine a light on this talent. Eleanor is a champion for people’s ideas and in doing so, we are motivated to be a part of shaping the next generation of filmmakers.
It’s a combination of raw skill, experience, and perhaps the perfect storm of personality traits, but one of the overarching gift’s of Eleanor’s Founder Sophie Gold is the ability to spot the potential in other people.
“If someone gives me a book, a script, or I see a film that they've done, or a piece of music they’ve made, I can immediately see their potential. I believe in people and their individual talents, and I started Eleanor as a vehicle to empower them and aid them to become everything that they can be.”
Naturally, this process changes shape depending on the director, but when we believe in someone, we sit down with them, we discuss their wants and dreams, and then we figure out the strategy that will get them to achieve those goals. “My personal goal is to bridge that gap of potential to reality, and to give them this spirit of ecstasy where they can bring their dreams to fruition.”
There’s the saying that there’s nothing new under the sun, but we believe that if you push something far enough, it becomes original again. The problem is that agencies are not pushing away the familiar in order to make space for new voices. As a result, commercials no longer ignite that feeling when you’re sitting on the couch and you see a commercial and think, ‘Wow! That was so cool and original.”
Truthfully we love the medium of commercials in large part because the short form lends itself perfectly to greater creative opportunities, for brands, agencies, and certainly for talent. We have had amazing experiences bringing commercials to life in the past, and we know it’s possible to reignite that fire. We want to be the gladiator leading the charge back to that place where anything is possible.