Chief Creative Officer
Doner LA
What’s the most relevant business and/or creative lesson you learned in 2020 and how will you apply it to 2021?
The pandemic changed so much. It accelerated the adoption of new technology, changed the way we work, who and how we hire and how we interface with clients. And the companies that were able to pivot quickly, adapt and innovate have been able to achieve success amidst this challenge. For me, I feel like we continued to do something that has worked for us for a long time: think like a Startup. Don’t get tied up in process, overcome limitations and both accept and embrace change. This is something we intend to keep doing in 2021.
How will the events of 2020–from the pandemic to the call for social and racial justice–impact the content you create and/or the way you work?
For a long time, Doner has focused on working with women-, minority-, and veteran-owned production suppliers, and our clients have recognized our efforts and supported our ongoing initiatives. In 2021, Doner will be increasing the overall amount of our agency’s production spend with women-, minority-, and veteran-owned production suppliers. We hope others throughout the industry follow our lead.
Gazing into your crystal ball, what do you envision for the industry–creatively speaking or from a business standpoint–in 2021?
2020 has fundamentally changed the way we work, and I predict this new way of working will continue well into the future. This is not because the pandemic will rage on, but because it is simply a better way to work. Bloated productions and boondoggle travel have long been a thing of the past. Agencies have learned / been forced to work smarter, faster, and cheaper. Collaborative work sessions and interfacing with clients has evolved for the better. We are all fully embracing collaborative ways of working via Zoom, Google Docs, Collaborative Keynote, Slack, Miro, etc. 2020 has forced everyone to move outside of their comfort zone and adopt new ways of doing things. Those that are waiting for the pandemic to end so things can “go back to normal” are short-sighted and doomed. We’re not going back. The industry had changed. Get on board.
What’s your New Year’s resolution, creatively speaking or from a business standpoint, for your agency, department or company?
Continue our agency momentum and keep building the creative energy.
Eleanor Adds Director Candice Vernon To Its Roster For Spots and Branded Content
Director Candice Vernon has joined production house Eleanor for U.S. representation spanning commercials and branded content. She has already wrapped several jobs at Eleanor, which waited to announce her until they had a body of work together.
Via Eleanor, Vernon made history as the first Black director on a Febreze commercial. The “Small Spaces” campaign marks a major departure from Febreze’s typical blue-and-white world. The home of the “Revolving Door” commercial is a beautiful array of bold sunset hues, African prints, and African art.
Vernon said, “I asked myself, what feels right to me? What feels new? I wanted to bring an essence of not just Black Americans but the full diaspora. I wanted to make a statement that we’re not a monolith.”
Following the success of the “Small Spaces” campaign, Febreze brought Vernon back for a comedy-infused trifecta exploring the hilarious situations that call for an air freshening hero.
Febreze Brand VP Angelica Matthews said, “About two years ago, we realized the consumers that were the most loyal to Febreze were the African American consumers. And the more we learned, the more we realized the richness that we were really missing. So we said we have to go beyond just Black casting, we need to get Black directors that truly understand the culture that truly understand how to bring authentic performances out on screen. We really looked around the industry and noticed there’s actually a shortage of African American directors who have experience doing commercials. When we all saw Candice’s reel, we could all tell the passion for the craft, passion for really trying to help us from where we are to where we’re trying to go.”
Vernon brings a unique lens to... Read More