Portrait of the artist; why 9:16 is in the frame

Why did you decide to create the 9:16 competition and why, specifically, that aspect ratio?

We wanted to create an opportunity for filmmakers to tell stories using the challenge of the portrait format.

Do you think future filmmakers will give more consideration to that aspect ratio, and will it become a more dominant viewing experience?

The debate about portrait and landscape continues! I do think 9:16 content has become an important part of any creative production strategy for a brand. The platforms have so much potential audience, this format has already become an integral part of any project. 

9:16 content has become an important part of any creative production strategy for a brand.

It’s as important as the main shoot on many of our productions. And, more and more, it is the main shoot with traditional landscape content becoming the ‘nice to have’. Now TikTok is planning to switch to more longer format landscape content in an attempt to take some audience from YouTube, so we will be arguing formats for years to come!

Above: Presence's Founder and EP, Danny Fleet [right], with director Lali Rhydderch, whose film A Woman At Night was the inaugural 9:16 winner.  

How hard do you think it is to break into advertising as a director?

Very tough. The barriers to entry have become lower, but the opportunity for directors to tell powerful stories has lessened. Many agencies and brands now want a director who has made an exact copy of something already on their reel, and herd mentality means that much of that content is becoming very similar. We remain vigilant in looking for true originality in a new director's work!

If it's hard to break in, how hard is it to maintain a career as an advertising director? 

For more and more directors, advertising is only one small part of their work. Music videos, fashion, immersive, activations, events, TV, film and technology all come as clients. [Directors] have also become better at creating communities around the work that they do, and work in synergy with that group. This means less reliance on advertising generally. 

There is a risk that we might lose a degree of creativity in the advertising business as directors begin to look elsewhere due to lack of interest or opportunity.

I think there is a risk that we might lose a degree of creativity in the advertising business as directors begin to look elsewhere due to lack of interest or opportunity.

Above: Fleet believes that too many agencies and brands want a director to make a copy of something already on their reel, and too much content is becoming very similar.

Has the plethora of online platforms and self-publishing sites made finding talent more, or less difficult?

It has become more difficult to take the time to find real originality, as you have to sift through a lot of content. Much of the work is now longer, coming out at two to three minutes, minimum. 

It has become more difficult to take the time to find real originality, as you have to sift through a lot of content.

It was easier to find talent when you were confronted with people who could tell fantastic stories in only 30 seconds, which made the filtering process simpler. Word-of-mouth played its part in discovering new talent too, and the internet has become just too big for that. 

Directorial flair and vision is obviously incredibly important, but what other attributes does a new director need to succeed?

Resilience, curiosity, a supportive and trusted community of friends and associates, a good understanding of both general knowledge and of films, and an ability to integrate the latest technology in an effective way.

Above: Images from the 9:16 screening event.

You had thousands of entries to 9:16; did the success of the inaugural event surprise you? 

Yes, it was truly inspiring to see work that was completely fresh and uncritiqued [there were 2,327 entries coming from over 200 countries]. There are so many new and distinctive voices out there, and so many people who had important stories to tell. They used story and film so effectively.

What stood out about the winning work?

Proper storytelling, told with dramatic effect in a very short amount of time, using the 9:16 format in an original way.

Will you be opening the competition again next year?

Yes, that’s the plan. As long as 9:16 remains a relevant format!