The initiative, Curated, has signed nine directors so far – all people of colour, seven of which are women.
Greatcoat Films has been working with the directors for over a year to “slowly develop the roster”, “make early work” and “start [its] programme of shadowing and learning ops”.
The roster specialises in music videos, branded content and ad campaigns, creating work for brands like Samsung, Wish and Relentless.
Directors already signed to the roster are Sannchia Gaston, who was behind “Here. We can be” for Puma, Aleah Scott, Aychibs, Lux London, Kemi Anna Adeeko, Azeez Bello, Aliyah Hasinah, Jimi Alli and Anna Fearon.
“Curated is a fresh approach to creating film and branded content,” Simon Oxley, founder of Greatcoat Films, said. “Our emphasis is to focus on the emerging talent – new names with new voices, styles and perspectives.”
Oxley added that Curated aims to spotlight unseen directors “that have been selected for their abilities and ambitions rather than an established back catalogue”.
He said: “We surround the Curated directors with established production teams ensuring the creative and technical crew around them form the environment for them to thrive and the content to shine.”
According to The Advertising Producers Association’s Diversity and Inclusion survey results, which surveyed the production side of the industry in 2020, this sector was made up of 66.1% men and 33.8% women at the time the research was conducted.
In terms of directors, the research found directors were made up of 71.1% men and 35.7% women.
Representation of people from minority ethnic backgrounds was also lacking, with just 14.4% of employees identifying in these terms.
Michael Newton, head of music video, added: “Curated is finding opportunities and giving a voice to new directors with the support that in usual circumstances they wouldn’t have, it gives them the backing of a production company and a strong and experienced team to guide them on their path of learning and experience.”