— We believe that our industry is filled with good-intentioned, progressive thinkers. F COLLECTIVE offers a simple way to bring these good intentions to life.
Sometime circa early 2017 ...
We found ourselves inspired by the change created by the Free the Bid initiative to include a female director in each triple bid for a commercial/spot. Such a simple idea, such a huge impact: In its first year, BBDO and CP+B reported as much as a 400% increase in jobs directed by women.
We were made aware of the initiative by Art Director Mindy Benner of Anomaly, who quickly teamed up with Copywriter Suzanne Sherwood to coin our name, F Collective.
We reached out to Free the Bid to congratulate them + ask if their initiative could include still photographers as well as motion directors. They said that they didn't have the resources to do so, but strongly encouraged us to begin one.
So, a little bit over a year later, here we go ...
sometime circa early 2018 ...
Our belief is that, due to our current social + political climate, change is happening. And it's happening fast! The idea that change around diversity + inclusiveness will happen 'in time' has been pushed aside for more immediacy in the way we live; it's a time when we have the amazing opportunity to see our beliefs + ideals entirely line up with what is happening in the outside world.
It's a wacky time, but it's an incredibly exciting time, presenting us all with amazing opportunity.
Right now, approximately 90% of commercial photography is created by men, 10% by women.
Do you believe in equality? Most likely you do. Do you want to do something to engender it today? Okay then, good news, we've got an idea for you ... Take the pledge + you're creating big change in the world!