Beyond good intentions: Producers speak out on director diversity

On some metrics, advertising is seeing little change in DEI: for instance most mainstream industry award-winners continue to come from a relentlessly mainstream demographic. Are diversity initiatives making any progress?

As Shiny’s mission is to diversify the pipeline of new directors entering advertising production, I often take part in DEI discussions. Everyone agrees progress IS slow - but the advice is clear: access, advocacy, and repetition matter more than one-off gestures.

Maybe progress doesn’t come from a single initiative but from sustained pressure, shared responsibility, and the willingness to change what “normal” looks like - one decision at a time.

Exploring this, I spoke to a range of producers about what they think is important:

Who’s telling the stories?

“Opportunity at a grassroots level is key to inclusion. If the face of advertising is to adapt, it starts with the new generation of filmmakers. Let’s make sure opportunities are provided early on so that directors with a range of perspectives are represented fairly in future output. DEI shouldn’t be an issue. The fact it’s still being discussed means there’s a long way to go.” Charlie Roberson, EP/Head of Talent, Rogue Films

Sharing trust and leadership

“The DEI conversation is louder, representation is improving, and there’s more accountability than there used to be, which is great to see. But we’re still a long way from where we need to be.

Getting folks through the door is only half the battle. We’ve got to get better at providing proper, ongoing support once they’re in’.

“Diversity has to exist behind the scenes, in leadership, in crewing, and in who actually gets trusted with opportunities to creatively lead projects. If the people making the work don’t reflect the stories being told, then we’re missing the point.” Anissa Payne, Founder & EP, NM Productions

Above: Cass Virdee, a director who is underrepresented on several fronts, won a Shiny Award for her short film Fight or Flight.

Building infrastructure

"Getting folks through the door is only half the battle. We’ve got to get better at providing proper, ongoing support once they’re in." Kojo Abban, EP

Taking in factors like geography and schooling, some of [underrepresented people’s] journeys mirror my own on breaking into an industry that can feel incredibly distant.

“LS is a gateway for local talent, offering mentorships, outreach, and flexible working benefits that support retention. It’s one thing to get diverse talent in the door as a runner; it’s another to build a culture supportive enough for them to stay and become producers." Sarah Drummond - EP/MD, LS Productions

Diversity generates diversity

“We work with many underrepresented, raw and talented people from all backgrounds, each with incredible stories to tell. Taking in factors like geography and schooling, some of their journeys mirror my own on breaking into an industry that can feel incredibly distant.” Danny Etherington, Co-Founder and MD, Creative Outpost

The ambiguity around pay is one of the quiet engines of unfair pay gaps – if nobody knows what “normal” looks like, it’s easy for some people to be underpaid forever.

Going beyond production

“Diversity grows through community. Our screening events bring diverse new voices and established talent into the same rooms, so advice, encouragement and real relationships can form. It’s about lowering barriers at the entry point while also celebrating the people who have already paved the way.” Corin West, Founder and MD, Lemonade

Above and main image: Kristyna Archer, director of the whimsical AI-infused Let Them Dream Cake recently joined London’s Wonder Studios as Creative Director.

Hitting the wallet

“The ambiguity around pay is one of the quiet engines of unfair pay gaps – if nobody knows what “normal” looks like, it’s easy for some people to be underpaid forever. Clear job titles, clear progression and open salary bands on every job spec tell people what the deal is before they even apply. If we’re serious about DE&I in production we have to stop treating pay as a private mystery and start treating it as a system we design.” Stephen Mead, Founder, Poparts.studio

The further into Eastern Europe you go, the less likely you will see a member of crew that is a reflection of you, particularly if you are a brown woman.

Clients care

“Creative accuracy and relevance is becoming increasingly important to our clients. We put a lot of effort into ensuring our teams are diverse and cross-cultural across global projects. We’re invested in diversity because of the advantage it gives us.” Julia Weichinger, GM and Owner, GPN

Competitive advantage

“We’re very aware that sports can be a heavily masculine space and try to champion diversity as much as possible, because we see it as a competitive advantage. We have a good gender split in our teams and crews because we want a variety of perspectives – this is important as women's sport continues to grow.” Gaurav Kumar, Founder of Fresh Base (production studio specialising in sports)