Only 9.7 percent of rostered directors on the Adage Production Company A-List are women – only slightly higher than the seven percent of women who directed the top 250 movies in 2016.
#FreetheBid is an initiative guaranteeing women directors an equal opportunity to bid on commercial jobs in the advertising world. The initiative “calls for brands to encourage their agencies to include female directors in the bidding process and asks production companies to add more women to their rosters.”
The #FreeTheBid website hosts the reels of women directors, both signed to production companies and those without representation. It tracks the work that women do as a result of the initiative and will organize agency screenings featuring female talent as well as events to showcase work done by those who are a part of the platform.
Coca-Cola, McCann, JWT, BBDO, FCB, Mother, Ebay are among those pledging to include women directors in production bids.
#FreeTheBid founder and award-winning director Alma Har’el :
“I’m starting #freethebid so the ad industry can come together and take an affirmative step towards addressing what stops advertisers from working with women directors. I couldn’t have been an independent filmmaker and make the films I love if I didn’t make a living directing commercials. I want to make sure other women filmmakers have the same chance to sustain themselves while being creative and shaping the way women are represented in advertising. We have to start the change right now in the only practical and effective way – let women be heard.”
So yeah, let’s do this!