Supply & Demand has added filmmaker Amy Nicholson to its roster. A creative director, commercial director and documentarian, Nicholson arrives with extensive agency experience on accounts for Nike, Prudential, Yoplait, Black & Decker, Coke, Heineken, HP and ESPN.
Memorable work includes Snapple at Kirshenbaum Bond and Partners where Nicholson was part of the creative team on the classic “Snapple Lady” campaign that saw Wendy Kaufman read out letters from consumers in her thick, Long Island accent.
“Working three years on the Snapple campaign, traveling to meet so many amazing people–that’s when I fell in love with production and began gravitating toward creating and directing my own work,” Nicholson explained.
Creative duties followed at Fallon, Goodby, Silverstein & Partners, Wieden + Kennedy and DraftFCB before Nicholson branched out with Beauty School, her first directorial short, a wry portrait of the New York School of Dog Grooming. Muskrat Lovely came after, a full-length feature exploring a small community’s annual muskrat skinning and beauty pageant competitions.
Nicholson has also helmed commercials including a series of web films for Nokia, spots for Pilsner Urquell and the Ad Council – plus memorable work for Howard Stern On Demand, a campaign revealing literal turns of phrase. One of those promos, “Hiding the Salami” helped earn her inclusion in SHOOT’s 2007 New Directors showcase. At the time she was at Hungry Man, her production house affiliation prior to Supply & Demand.
Nicholson’s long-form credits also include the documentary Zipper: Coney Island’s Last Wild Ride, a 2012 release which serves as a cinematic lament to the seaside resort during its controversial redevelopment, freshly re-zoned for more upscale use than its traditional fun fare of food stands and amusement rides.
“In advertising today the use of documentary has a certain cache to it,” said Nicholson, referencing the authenticity in her work. “However, if you do serious all the time it’s just a new version of old industrials–but if you do real with charm and humor it becomes far more entertaining, far more relatable to people.
“Everyone likes funny – and not to say that serious and pretty are bad – but there’s definitely an attractive niche there,” she continued. “I’m looking forward to the challenge of making good work and taking on more problem solving duties whenever I can.”
