A production leader puts diversity at the forefront

Eleanor founder Sophie Gold continues our Celebration of Creative Excellence for Black History Month

Published On
Feb 22, 2022
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Editor's Pick

For the final week of our Black History Month Creative Excellence Series, we're honored to have Sophie Gold as our guest editor. The Ad Age 40 Under 40 honoree has more than a decade of experience in commercial production across the globe and is founder and executive producer of Eleanor, an AICP-certified Black and female majority-owned U.S. commercial production shop. She’s a vocal advocate of diversity in production, through her own company and across the industry at large. Last year, she led the AICP Equity and Inclusion subcommittee that introduced a set of best practices for engagement designed to help agencies and clients diversify their bidding and awarding of production and postproduction jobs. 

As a producer she’s worked on numerous commercial jobs, but here, she shares her proudest milestone, opening her company Eleanor. 

Sophie Gold

In the years I've spent working in the advertising industry, I've been fortunate enough to be involved in numerous projects that I'm very proud of. Out of all of that work though, what I'm most proud of is my own company, Eleanor. 

Since its inception, my goal for Eleanor has been to create a director-focused company that succeeded on the creativity of its talent. A diverse company that shines a light on talent and helps them grow with projects that challenge and excite them and their viewers. In the few short years that my company has existed, I'm proud to say I have achieved that vision. I've built a roster of exceptional, exciting directors that bring a fresh perspective to everything they create. We've worked with numerous major brands including Call of Duty, Discover, eBay, Garmin, Hanes, Infiniti, Lexus, Samsung, Sunchips, and many more.

In the decade-plus I've worked in the industry, I'm proud of all of the work I've been a part of, but I don't take that pride as an endpoint. I see every accomplishment as being a step towards that next height. Every goal leads to the next goal. For me, excellence is not something you reach and then rest. Excellence is something I prove in every project I take on. That is the attitude I founded Eleanor with and that is the attitude I'll bring to whatever waits for me in the future. 

Although I breathe rarefied air, with the only female and Black-owned commercial production company in the U.S.,I know that in continuing to show excellence, Eleanor will become a signpost for what is possible.

Below are a few of Gold's favorite projects out of Eleanor. 

PUBG/Krafton: "Want to Be Free"
Agency: Armed Mind

This is a project advertising the popular multiplayer game PUBG switching to a free to play model. Energetically directed by Chris Muir, the spot is a funny, thrilling piece that celebrates the fun and freedom that video games like PUBG provide.

 

Call of Duty/Activision: "The Haunting"
Agency: Armed Mind

This is a spot advertising both a Halloween event in the very popular video game "Call of Duty Warzone" and Paramount's reboot of the "Scream" franchise. Skillfully directed by Kelsey Taylor, it is a fun and spooky homage to the iconic opening scene of "Scream."

 

Ad Council: "Change the Outcome"
Agency: Grey / Townhouse

Sharply directed by Elias Ressegatti, "Change the Outcome" is a suspenseful and important piece that warns viewers of the dangers of pre-diabetes and urges them to get tested.

 

Sunchips/Frito-Lay: "Be Your Own Wave"
Agency: The Marketing Arm

A colorful and vibrant spot directed by Ezra Hurwitz that celebrates individuality and the unique talents every person possesses.

 

Fisher Nuts: "It's in the Bag"
Agency: Huge

Made in conjunction with two other spots, "It's in the Bag" is a cute and heartwarming piece celebrating the thoughtful gestures that show the ones we love how much we care for them.

 

Credits

Date
Feb 22, 2022
Founder :
Sophie Gold

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