Thu, 16 Jan 2020 12:22:43 GMT
Hailing from all corners of the world, including South Africa, Portugal, the UK, Iran and India, FAMILIA may not be blood-related but they certainly work like a cohesive family unit. With a team of accomplished directors and a growing pool of skilled photographers, the leading-edge talent in this family is their unifying factor. Over the past eight years, the East London-based production company has racked up an impressive portfolio, working with huge budgets for commercials and a client list of brands, artists and fashion houses including the likes of Guinness, Adidas, EA, British Vogue and Booking.com.
Adidas, directed by Elle Ginter
Guinness Africa - Kenya, directed by David East
The transition into advertising grew organically as the team were called upon to employ their zeitgeist-driven film skills for brands. Sasha describes: “We were doing great creative work that was resonating with millions of people, so brands were attracted to us. We hit this crossroad where music met sport met fashion so we did quite a few spots for Adidas and Puma which then developed into working further within fashion and lifestyle.”
On Running directed by ANIMALS
TRACKERS, directed by Francis Wallis
That Superdrug Feeling - directed by Craig Moore. This Superdrug commercial was shot in studio in South Africa. FAMILIA’s creative budget solutions and connections to South Africa meant it was a preferable option for the client and agency to shoot with them in Cape Town than on home turf in the UK and Europe.
Like Craig, Sasha also helped carve a path within the music world for FAMILIA. Sashinski’s highly stylised and narrative-driven videos have clocked up millions of YouTube hits along with three consecutive Best Video nominations at the Brit Awards, whilst Francis’ cinematic approach attracts international artists such as Naughty Boy, Blossoms and Birdy.
Forever (PtII) - Snakehips, directedby Sashinski
“Music videos really helped us get our foot in the door and are a great showcase for our creativity,” says Francis, “But the reality of owning a business in London and ensuring its future is that you eventually need to tap into the commercial world.”
AlphaTauri - People of the New Sun,directed by Barnabas Wilhelm
Reflecting on the changing trends in content production,Sasha says: “There is so much potential for what can be done with the demand for mass content on the rise. For us, it’s a perfect storm.”
On the future of mass content, Francis adds: “These are great times for diversity which we endeavour to include in our projects. In advertising we are seeing more briefs about bringing people together and correcting the male and female balance - all good things that are being pushed in ways that they haven’t been in the past. We get asked questions about what the dynamic is within our own company and we’ve never been asked those sorts of questions before. People are definitely more conscious of it now.”
Craig is also excited about how this has changed briefs.“It’s exciting to see more and more clients sign off on non-conventional casts because those types of characters really give a film weight.”
Digging into the reasons behind the name FAMILIA, it’s clear the team have a close-knit relationship. They tell us that a diverse pool of creative talent is what keeps them contemporary.
“At FAMILIA we value everyone’s opinion,” says Craig. “It doesn't matter whether an idea comes from a director, a runner or a producer -anyone can share their creative input. It’s so important to gather creativity from a diverse pool, and especially with music videos, young people seem to have good knowledge of what resonates. So, although we have a lot of experienced talent at our agency, we ensure that we balance that out with youthful energy too.”
“FAMILIA has great taste in people,” Toby adds. “We’ve been open for several years now so although we ourselves may not be that relatively young anymore, we hire great up-and-coming talent, so we’re surrounded by a team of amazing people who keep us culturally relevant.”
Craig summarises: “We’ve got industry experts leading the team and we install high standards, but we also place emphasis on energy and fun. We don’t take anything for granted and we remind ourselves of that even when times are stressful. It’s amazing to see how people come together to create great work. We’ve had a lot of repeat business from it and it’s great that people want to come back to share that experience with us.”
With exciting new signings and a few top-secret projects on the horizon, FAMILIA is definitely one to watch. Disrupting the industry’s traditions with fresh ideas and innovative production, they truly deliver on their unofficial motto: “let’s make some noise”.
FAMILIA is a family of content makers and image takers who think big, box clever and shoot smart.Their bloodline is rooted in the creative cracks between advertising, music,fashion and film, where culture meets commerce. Learn more about FAMILIA here.
Contact: Toby Walsham - email@example.com.