Ageism in Advertising: A Director’s Perspective on Experience, Innovation, and Collaboration

Ageism in the film and advertising industries is a topic that often sparks passionate debate. While much of the conversation tends to focus on the barriers that older creatives face, the issue is far more nuanced than simply limiting opportunities for the more experienced. As Jordan Brady, director and founder of True Gent, shares in an insightful conversation with LBB’s April Summers, age can often bring with it surprising advantages, fresh perspectives, and a valuable understanding of how to nurture and collaborate with younger talent.

Experiences Brings Power

Jordan Brady's career trajectory offers a powerful example of how age and experience can work as an asset. Reflecting on his early years as a filmmaker during the mid-’90s indie film boom, he admits that being a young, white filmmaker helped him secure opportunities in a rapidly expanding industry. “After my first feature, I was quickly hired to make three more. That same advantage carried over into commercial directing during the dot-com boom.”

As he transitioned to an older, more seasoned director, Jordan found that age brought a different kind of value to the table. “I’ve been offered gigs basically because the agency producer knew I could handle ‘first-time advertisers’ with grace,” he explains. “Whether that means clients or an inexperienced creative team, age has brought me patience and an open kimono approach.”

This perspective shift not only provided Jordan with opportunities, but it also gave him the patience and understanding needed to mentor younger creatives and guide them through the often turbulent waters of commercial filmmaking.

Interestingly, his age and experience have also helped him land on-camera roles. His recent appearance as the "Masterclass Commercial Director" for Saatchi LA’s industrial Toyota video, as well as his role as a "grandfluencer" for Magic Mind, demonstrates how being an older filmmaker can result in surprising new opportunities. “In both cases, representing the elder statesman paid off,” he muses.

An ever-evolving topic of conversation in filmmaking, for Jordan and True Gent, working with seasoned professionals – both in front of and behind the camera – has always been a priority. “I tend to favour older grips, electricians, and craftspeople because I know they have the experience to work smart and efficiently,” he says. “Thankfully, many of my regular crew members also value mentorship, so we always have young people on set from all diverse backgrounds.”

This open-minded approach to collaboration, however, doesn’t mean the director disregards the importance of youth. True Gent often collaborates with new talent, knowing how crucial this is for keeping the work fresh. “I like to work with younger DPs a lot, hoping to suck youth from them like a vampire,” Jordan quips. “Learn their crafty, new techniques.”

Working with his son, Ben Brady, who brings a blend of old-school camera discipline and new-school fluidity, is one example of this intergenerational collaboration.

It’s not always smooth sailing though. When pitching ideas to younger creatives, Jordan is aware that his appearance occasionally might cause a brief pause. “I can sense the millennial and gen z creatives processing me and my grey beard. But once we get into the creative pitch, everything settles in. Kudos to the young generation for seeing beyond an age bias.”

Challenging the System

Jordan’s views on younger filmmakers challenge the idea of ageism as a strictly limiting force. While younger creatives may face challenges in getting the respect they deserve, they also have the power to reshape the industry. “I encourage younger filmmakers to roll their eyes at the old ways and challenge the system,” he remarks. “They should explore new ideas and techniques – that’s how we evolve as an industry. Push the boundaries, for crying out loud.”

This innovation is crucial, but Jordan also stresses that younger filmmakers should never lose sight of the value of experience. “A smart, young filmmaker would be wise to consult and hire experienced crew members,” he advises. “There’s a reason my podcast is called ‘Respect The Process.’ It took me years to filter which tried-and-true methods I wanted to keep and which of my rogue techniques I would stick with. After all, going rogue is part of the fun of making films.”

True Gent is determined to foster a diverse, inclusive, and age-positive culture. “We encourage our experienced department heads to hire diverse crew members, regardless of age,” he says. This inclusivity isn’t limited to crew, but also to the mentoring process, where True Gent has a paid mentee filmmaker to shadow the director on every set. This open approach ensures that fresh perspectives are always nurtured, regardless of age.

Jordan also openly supports ‘nepotism’ and enjoys working with family members on set. “Get your niece or nephew on set! We’ve had many sons and daughters working alongside their parents,” he says, noting how True Gent often feels like a family affair. “Our sets can feel like a family picnic – it’s a beautiful thing.”

Navigating the challenges of ageism in the industry isn’t just about focusing on age itself. As Jordan reflects, it’s about the ability to adapt and stay relevant while respecting the traditions that have made filmmaking such a powerful art form. His advice to younger filmmakers is simple: “Be bold and try new things. Don’t accept the status quo just because an older person says it’s the way things are done.”

For older filmmakers, he advises staying on top of the ever-changing landscape of filmmaking. From immersive camera trends, to AI tools, to being aware of pop culture, everyone must keep a finger on the pulse of what’s working. The biggest generational difference I’ve noticed is millennials, gen z, and now younger creatives having grown up in a much more collaborative environment. I’ve adapted as much as I can without compromising the process. Creativity thrives on diversity – not just in race, gender, or age but in perspective.”

Jordan’s message is clear: age should never be a barrier to creativity – talent is what truly matters.