Remember Always’ #LikeaGirl ad? Besides inducing tears around the world, the viral sensation won an Emmy, 14 Cannes Lions, and became part of the Museum of Modern Art’s permanent collection. Now its director, Lauren Greenfield, along with her partner Frank Evers, is launching Girl Culture Films, a “production company that represents A-list directors for commercial projects and branded content opportunities to amplify female and diverse voices in the advertising world.” A press release announced the news and further details.
Established to “fill the void in the commercial advertising industry with directors who can bring world-class storytelling, authentic voices, and diverse perspectives to consumers,” Girl Culture Films’ stacked filmmaking roster includes Catherine Hardwicke (“Miss You Already”), Karyn Kusama (“Destroyer”), Amy Berg (“Janis: Little Girl Blue”), Maya Forbes and Wallace Wolodarsky (“Infinitely Polar Bar”), Marina Zenovich (“Robin Williams: Come Inside My Mind”), Rachel Grady and Heidi Ewing (“One of Us”), Yance Ford (“Strong Island”), Lana Wilson (“The Departure”), and Nonny de la Pena (“Across the Line”).
In addition to their advertising work, Girl Culture Films will also develop non-fiction and fiction film and television projects across all platforms.
“After the experience of the #LikeAGirl campaign, I started Girl Culture Films to ensure that women have a bigger voice in the cultural conversation — in which advertising is a driving force,” said Greenfield. The Founder and Creative Director of the company continued, ““I knew it was crucial to appeal to audiences through storytelling, so our roster is comprised of incredible directors with varied styles that can better connect the brands’ narrative to the consumer. These filmmakers can engage diverse audiences in an authentic way that captures an inclusive human experience and become the change makers for more representation across all screens.”
Girl Culture Films’ advisory board is comprised of leaders from advertising, brands, entertainment, and finance and includes Judy John of Leo Burnett, Margaret Johnson of Goodby Silverstein & Partners, and Jennifer Golub of Mal\For Good, among others.
After launching her career in photography, Greenfield went on to direct feature docs such as “Thin,” “The Queen of Versailles,” and “Generation Wealth.”
“I’ve been a passionate follower of Lauren’s photography starting with her books ‘Fast Forward’ and ‘Girl Culture’— which were companions/inspirations for my first film ‘Thirteen,'” said Hardwicke. “Lauren segued from fearless photographer into a brilliant filmmaker and her insight and intuition are the reasons #LikeAGirl resonates with so many people, especially women. With Girl Culture Films, Lauren is creating a commercial culture that allows us to tell the stories that engage, thrill, and impact the audience and connect them on a different level with brands. I’m excited to be part of this revolution.”
In the process of launching Girl Culture Films and forming its advisory board, Greenfield noted “Harvard Business School reports stating that 86 percent of global consumer decisions are made by women while comparing it to Annenberg research that shows fewer than 8 percent of commercials are directed by women.”
Greenfield’s latest doc, “Generation Wealth,” made its world premiere at Sundance 2018. An exploration of the evolving American dream and wealth culture, the film launches on Amazon Prime February 1. Check out its trailer below.
