Creator-Directors Are Advertising’s Most Wanted Hire – Here’s Why

Creator-Directors Are Advertising’s Most Wanted Hire – Here’s Why

As brands scramble to find talent who can shoot, direct and star in their own work, Gracie Koh’s move to Sibling Rivalry’s director roster signals a shift in who gets to make commercials – and whether traditional production is ready to let go of control.


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For much of her career, Gracie Koh has had to be her own production company. Creating content independently, she learned to shoot, direct, edit and produce her own work, developing a filmmaking skill set that has now caught the attention of the traditional commercial production industry.

The creator, who lists Lady Gaga, Nike, Adobe and Pantene amongst her credits, recently joined Sibling Rivalry's director roster. What she offers is an understanding of filmmaking that extends beyond directing to the entire process of making and distributing content.

For Sibling Rivalry's head of film Darren Foldes, the breadth of skills creators have at their disposal is unique to their generation. Having at their disposal access to resources and tools that were “less readily available” to a previous generation of filmmakers.