The Directors: India Sleem

Director and photographer India Sleem’s work focuses on telling human stories while capturing the delicate nuances of everyday life and characters with a vibrant cinematic style and distinct palettes. As a mixed-race person, she often shines a bright light on the diversity of culture. Through her endless curiosity and soothing demeanour, she forms genuine bonds with her subjects, and her ability to capture raw and honest moments translates to emotive and dynamic filmmaking.

India’s youthful enthusiasm is evident throughout her body of work and the uplifting and intimate experiences she creates. Her highly personable and inventive spirit has led to meaningful and ongoing collaborations in the advertising space, with an impressive collection of work over a short period of time for global brands including Apple, Nike, McDonald’s, Fenty, Gap, Square, Converse, and Vogue.

In 2019, she was named to The One Club’s prestigious Young Guns 17 winners for her work including her film The Game, a golden hour love letter to New York City’s basketball culture, and photo series Indian Hills for Dazed & Confused Magazine. Her films and still photography capture human portraits in a real-life context with an emotional connection to the talent and a strong sense of color and composition.

Born and raised in Manchester, and currently based in Los Angeles, the daughter of a DJ, India obsessively watched the music videos of Janet Jackson, Grace Jones, and M.I.A. and was inspired by photographers like Martin Parr. She spent her youth immersed in a melting pot of cultures, and as soon as she got her first camera, she began taking pictures and making films. Documenting the subcultures around her became a theme and an influence – she was watching Channel 4 documentaries on her iPod touch at night when her parents thought she was sleeping. She realised her hobby had the potential to become her full-time career when she learnt what a director was; by that time, she had already built her first reel.

India is currently in production on a short film, a semi- autobiographical look on growing up mixed race. She is also in development on her first feature film.

Name: India Sleem

Location: Los Angeles/NY

Repped by/in: Serial Pictures in US

Awards: Young Guns 17 Winner, AICP Show Shortlist Advertising Excellence/Campaign 

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

India> I'm most excited when a script is based on exploring a human truth that resonates with multiple types of people. I like to use a lot of empathy in my work so it's especially exciting when a script is simple and emotionally intelligent. I love when there's room to develop the characters and challenge their purpose. I love working with non-actors and pulling a performance out of them.

LBB> How do you approach creating a treatment for a spot?

India> The first thing I'll usually do is use my imagination. I like to spend the first session thinking without using visual reference. I feel like it's a way to practice and trust my creative intuition. I'll draw some storyboards or frames I see in my mind and put them on paper. I've built quite an archive of visual references, so the next step is looking through those, my photo books, and digging deep into the internet. Then I'll digest the script and connect myself with what message we're trying to tell, then put pen to paper!

LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

India> I usually will make sure I'm on the same page as the creative team. I like to ask a lot of questions so that I'm aligned with the overall purpose - that's really important.  

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

India> I'm not sure there's one singular most important person - more an openness to collaborating with everyone. Trust and respect is huge for all parts of the production. 

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

India> Human storytelling is number one. I'm extremely passionate about creating work that promotes a deeper understanding of the diverse human experience. Stories born from individuals, communities, families, cultures - all rooted in empathy with the ability to be universally understood. 

LBB> What misconception about you or your work do you most often encounter and why is it wrong?

India> I've honestly not experienced a "wrong misconception" yet. I guess people are quite accurate with who they think I am and the work I make.

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

India> Respect and trust. 

LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?

India> Absolutely. Whenever I can, I'll invite or hire people who have never been on set before. It's such a gate-kept industry so it's really important to open the door to others when you can. Diversity and creativity are almost synonymous to me - an increase of diversity in the industry will increase the art we create.

LBB> How do you feel the pandemic is going to influence the way you work into the longer term? Have you picked up new habits that you feel will stick around for a long time? 

India> I've learnt how to manage my time and prioritise my mental - so I'll keep those habits.

LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)? 

India> It's definitely considered but usually addressed early on so nothing important or energetic is lost by the cutdowns and crops of the deliverables. 

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?

India> I'm yet to try it out - maybe one day.