An acclaimed documentarian who has successfully diversified into commercials, Jessica Sanders is embarking on a couple of new career chapters: one being a new roost for her spotmaking and branded content endeavors; and the other centered on her making inroads into narrative comedy.
On the latter score, she directed Bunion, a romantic comedy short which has already hit the festival circuit and premiered in Los Angeles at one of the latest FLUX Screenings held at The Hammer Museum. Next month Bunion, written by Avi Rothman, will be showcased at the Austin Film Festival. Bunion stars Rothman, Alia Shawkat and Michaela Watkins.
As for her new commercialmaking affiliation, Sanders recently joined Bob Industries, coming over from Epoch Films. Her ad credits span such clients as Toyota, Samsung, Apple, American Express, Amazon, Target and Sony. "Make Believe," her autobiographical piece for Sony, earned an AICP Show honor as well as her inclusion in the 2010 SHOOT New Directors Showcase. Soon after and in large part due to his being favorably impressed by “Make Believe,” Steve Jobs hand picked Sanders to direct the campaign for Apple’s launch of the iPad.
Sanders’ first major industry mark was made in the documentary arena. As producer of the documentary short Sing, Sanders was nominated for an Oscar in 2002. Directed by Freida Lee Mock, Sing follows a community children’s chorus as it battles massive budget cuts in the arts. In a story of true determination, the choir not only wins its fight to survive, but goes on to be recognized as one of the best choirs in the nation.
Sanders went on to direct After Innocence, a feature documentary about innocent men, wrongfully convicted of heinous crimes. After decades in prison, the men are finally exonerated by DNA evidence. The film chronicles their dramatic struggle to try and reclaim what is left of their lives. The film premiered at the Sundance Film Festival in 2005, winning the Special Jury Prize, nominated for the Grand Jury Prize, and was shortlisted for the 78th Academy Awards.
Also lauded was the 2010 documentary March of the Living. Directed by Sanders, March of the Living details the lives and legacy of the last generation of Holocaust survivors. The story follows their journey back to concentration camp sites in Poland where they share their personal experiences with teenagers from around the world. The survivors dedicate their lives as tribute to the millions who were lost and to ensure that the Holocaust never be forgotten.
Sanders’ filmography also includes several notable shorts such as Los Angels and George & Brad Live Long and Prosper.
SHOOT: What prompted you to make Bunion?
Sanders: I wanted to try to do something different, to stretch myself creatively. Being a documentary filmmaker, moving into the commercial world made me a better filmmaker. And now moving into narrative comedy will hopefully open up new creative filmmaking opportunities.
SHOOT: What attracted you to Bob Industries as your new commercialmaking/branded content roost?
Sanders: I love being part of a family of filmmakers that includes Jason Reitman, Dayton/Faris, Nicole Holofcener. These are filmmakers who do both commercials and features. Bob Industries feels like a community of filmmakers.
I’m particularly drawn to the fact that many of the filmmakers at Bob are women. There are so many companies with no women directors on their rosters. To be part of a Bob roster that includes Nicole Holofcener, Trish Sie and Valerie Faris is inspiring.
SHOOT: How have commercials informed you as a filmmaker?
Sanders: Becoming a commercial director may be the best thing that happened to me professionally in a number of ways. It’s a different type of collaboration and visual storytelling that is a fun break from spending two years on a documentary centered on the Holocaust. You exercise a different filmmaking muscle. When I did the Sony short, I could focus on elements like the color palette, framing, a lot of details you can’t necessarily dwell on or express in documentaries.
All this has helped to make me a better filmmaker. I feel that I’ve grown so much visually from being a commercial director and collaborating with amazing DPs, production designers, wardrobe stylists. I have learned how to tell a story in a frame, with a shot. There’s a lot of love that goes into one image. It’s helped me to develop my own visual stamp on projects. And it’s gotten me accustomed to working with large crews. My first day on the Apple iPad campaign, I had a 150-person crew. Before that in documentaries, I usually worked with maybe five people.
SHOOT: How has your documentary work impacted your commercials?
Sanders: You have to have curiosity as a documentary filmmaker. And I like to bring that curiosity to my commercial work. As a documentarian, you have to be open to ideas. You can’t be too fixated on things. You have to adapt and be open to change.
Also the stories that I’m drawn to thematically come out in my commercial work, the nature of which is often celebratory, hopeful, positive, and reflect my being keenly interested in people and their stories. All that has translated into my commercial work.
SHOOT: What have been your most recent endeavors in the ad arena?
Sanders: I just directed my first job at Bob Industries, a Pier One campaign for The Richards Group, Dallas. It’s a campaign that focuses on women and creativity, celebrating craft.
I also recently did a branded content campaign for Samsung out of Razorfish, and an Amazon project for WONGDOODY.
