International Women’s Day with Adolescent Director

Ramaa, firstly, tell me why did you and Hope decide to launch the Adolescent platform?

RM: I started directing commercials as a teen and over the past 18 years, I’ve mentored many incredible young directors. Two years ago, I was working with a 13-year-old director who was going out and capturing youth culture in a way that no 30-year-old (or as my daughter likes to call them "old person) could. I had the idea then – what would happen if brands and agencies worked directly with young, prodigious directors and spoke to a young audience? It was that question that launched Adolescent. The answer is clear; young directors are connected to their audience. They know what other young people want to see. They are flexible and dynamic and they have a strong handle on the venacular of social media.  

How do you choose which directors/influencers you will represent? And what’s the difference between Adolescent directors and influencers?

RM: We find directors in a number of ways – across social media and because directors reach out to us from around the world.  Our Adolescent directors understand storytelling and filmmaking within a 30-second space. They come from diverse backgrounds and share a passion for making work that is relevant.  Our Adolescent Influencers have strong followings on instagram and Vine and tell stories in 6/15-second slots.  Often, they’re from a DIY culture and can make quick work that is beautiful and creative.

What does today’s International Women’s Da‪y mean to you?

RM: A time to acknowledge the power of women and the need to support women and girls around the world.

A lot of the directors/influencers that you represent are women yet within directing, it’s well known that there is a shortage of successful female directors – how do you think Adolescent is changing these stereotypes?

RM: Young girls have the same access to equipment and social media platforms as boys. There is nothing that stands in between them and photography, video or stop motion. We've found that there is an equal amount of rising female talent and male talent – which is very exciting. We have opportunities for all; it's truly about the distinct voice of the director. We felt that the American Girl project had to be directed by a female with an eye for honest visuals. 

What prospects are available for Adolescent directors? And in particular, Adolescent’s female directors?

RM: What we do is help develop innate talent. From directing commercials to directing web series for AdolescentTV, our YouTube network, there is a tremendous amount of opportunities for directors. Many of our directors love working with Vine because it's a contained medium that allows for magic to be created quickly. But some of our directors are interested in directing feature films. As creative director, I sometimes bring Adolescent directors to my bigger broadcast spots and allow them to shoot additional assets. They get the benefit of creating their own unique work while also being on a very large, busy set.

How do clients respond to working with Adolescent directors?

RM: Often clients will say that it was the best shoot they've ever worked on and how refreshing it is to work with talent that is so invested in the product. Every single time we walk out of a pre-pro meeting, the client and agency are moved. It's really something to hear a 13 or 15-year-old tell you what they love about a brand and share their ideas.

Last year, three female Adolescent directors launched the American Girl series… was there a brief that you sent out? 

RM: Publicis Seattle came to me to direct the re-branding Pledge Campaign. As we talked and I shared what we were doing with Adolescent, the agency really understood the magic that could come from engaging a couple of our female directors to create additional digital assets. The brief was to capture the essence of girls working as a team and being kind to one another... bringing the Pledge into a longer video and having women really speak about the power of powerful females in their lives.

Why did you decide to create a series around girlhood?

RM: The directors were allowed to follow their bliss on set and this is what Claire was really interested in.

How did you select which directors to use?

RM: I selected the directors based on their ability to shoot and direct. We wanted them to be able to have the freedom to make it work with little intervention. Claire (16), Amelia Conway (13) and Sita Mcvay (17) have been shooting work on their own for many years and are adept with DSLR cameras; we knew they could go out and come back with something powerful.

Claire (above), you directed the American Girl short film (below). What did this process involve?

CJ: The entire process of creating the American Girl piece not only required dedication and hard work, but also emotional attachment. When I received the general guidelines, I immediately thought about how I, as a director, was going to make it my own. The process of creating this piece also called for me to create a strong connection between myself and each young girl/adult that I would be speaking with and the people on set. I had to film, interview and encourage each girl to tell their truths and experience of being a girl, and also establish the most effective way to edit it together to tell one collaborative story.

What did you want to show in the documentary?

CJ: I wanted to convey the ultimately collaborative story in three parts. Firstly, that fact that each girl – whether young or old – has some sort of personal insecurity, struggle or hardship that has blocked them from being the best girl that they could be. If you’re a girl watching my piece, you will know that you’re not alone. Secondly, the fact that your presence and care can truly make a difference in somebody's life. Reaching out to every girl you know and offering friendship – considering that each has their struggles – will help us to unite the female community. And lastly, I wanted the piece to be positive and to recognize that every girl is unique and special. To encourage them other girls to be kind to other females.

What was your inspiration behind the short film?

CJ: My inspiration lay in the women and young girls that surround my life. I’ve lived through both some negative and positive experiences as a girl and I wanted to tell my personal story of these experiences and how female positivity had helped me through and how I now value every female I see in my community. Always’ Like A Girl campaign (below) reminded me of the importance of remaining true to yourself no matter what issue you face as a girl. I wanted to highlight this as well.

How do you feel as a girl entering the world of directing?

CJ: There are two words that come to my mind when I read this question: determined and inspired. I think that females have an insane amount of insight to offer – something I hope to show in my short film – and I am one of many that is determined to share my opinion with the world. I can imagine know that entering a male-dominated industry will be challenging but this is also what motivates me. There’s so much to be said, and so much that women in film can offer. I feel that this is an opportunity like no other, one that I am already on my path to (hopefully) accomplishing.

Do you have any plans to continue directing in the future?

I am a young female looking to enter the world of film production, and I can say this completely confidently. I am only thirteen months away from choosing which college will benefit my passion the most, and I am already positive that this is the direction in which I would like to travel. Now is the ultimate time for females in film, I recognize, and I am completely determined to be a part of this new, female-empowering movement.