'Free the Bid' Initiative Calls for Ad Industry to Support Female Directors
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We all know Hollywood has been facing intense scrutiny for its lack of diversity and pay gaps with respect to female talent, including directors — who were behind the camera for only about 7% of the top 250 films last year.
The ad industry is no less guilty of such inequalities. Now, one female director, backed by several high-profile advertising and marketing names, is looking to change the landscape with “Free the Bid,” an initiative calling for all agencies to include at least one female director every time it triple-bids a production for a client.
Alma Har’el — who has helmed spots for Airbnb and Stella Artois, and directed documentary films “Bombay Beach” and “LoveTrue” as well as music video “Fjogur Piano” for Sigur Ros, featuring a balletic Shia LeBeouf — is behind the new program. It 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.
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