WorkInProgress Invites Agencies and Brands to Join DEI Initiative Opening Shot

Boulder-based creative agency WorkInProgress is calling on brands and agencies to join their DEI effort, Opening Shot (openingshot.org). Opening Shot provides candidates from underrepresented backgrounds with the opportunity to attend a real-life advertising production, at no expense to the candidate, with the goal of inspiring them to enter the industry.

"Like many agencies, we asked ourselves what can we do to actually increase diversity in our industry?" said Matt Talbot, WorkInProgress co-founder and chief creative officer. "The problem starts upstream. Many people don't get enough exposure to the advertising industry to ever consider it as a career. By offering this opportunity to attend a shoot, we hope to change that."

Opening Shot’s Beta Launch

Opening Shot launched in beta, in partnership with Domino’s, over a year ago and has sent three individuals on national television video productions. Learnings from participants and agency/client teams have been used to improve the program. “We’re proud to be able to partner with WorkInProgress on this program and invite other brands to do the same with their agencies. It's been inspiring to connect with these young individuals and get them excited about what role might be right for them in advertising,” said Kate Trumbull, senior vice president, chief brand officer at Domino’s.

Alena Cuebas, the first Opening Shot participant, attended the Domino’s Carryout Tips shoot in Los Angeles, directed by Camila Zapiola. Alena has since been accepted into Denver Ad School and will graduate in June of 2024. “I very much enjoyed my experience in the Opening Shot program. It sincerely changed my path for the future and created a solid foundation for my future in the advertising industry. I am leaving this experience knowing way more than I walked into it. I will use what I've learned while participating in Opening Shot to add a different level of professionalism in the classroom. I now have hands-on experience and way more knowledge of how the advertising industry works,” said Alena. 

How does Opening Shot work?

Interested candidates can visit and apply at openingshot.org and learn about the program and different positions within an advertising agency. These positions include creative roles of art direction and copywriting, as well as business-focused roles of production and account management. From there, accepted candidates are matched with an upcoming production in which they are assigned a mentor based on their current area of interest. From the pre-pro through rough cut reviews, candidates are treated like another member of the team. They witness problem-solving last-minute wardrobe changes, hear action called on set, join dinners with directors, see rough cuts, and receive added insight from their mentor along the way and in the future. After completing the program, participants are surveyed by Opening Shot team members for continued program learning/improvement. Furthermore, participants receive continued support with their advertising careers.

Get involved

As the program looks to expand, WorkInProgress is calling on other agencies and brands to get involved so more candidates can participate in the program and we can work together to increase the number of people from diverse backgrounds who are interested in pursuing a career in advertising.

Additionally, to help spread the word about Opening Shot and drive applications, WorkInProgress has partnered with Keni Thacker, founder of 100 Roses from Concrete.

To learn more about Opening Shot, visit openingshot.org. Brands and agencies that are interested in getting involved are encouraged to contact WorkInProgress’ co-founder Evan Russack at erussack@wipbdr.com.