Founder and EP of the production company, Amanda Mesaikos, chooses a selection of ads involving underrepresented creators for her High Five
I started my career as a producer in commercials and branded content both on the production company and agency side. After many years of freelancing between the US and UK, meeting amazing directors, creatives and partners along the way, I decided it was time to make work on our own terms. I started Five Fathoms with the intention of fostering the less represented voices in our industry, always striving to push our creative to the limits, making the most of budgets while ensuring our sets are always run with inclusivity and kindness. It’s been a great journey so far! I decided to go eclectic with my choices in terms of style and theme, but they all involve the work of underrepresented creators - whether that be the director, production company or artist...
Go Cart x FIS - 'It’s Time to Pay Easy'
Sound: Combustion Studio
I love a bit of comedy. Even more so when it’s something I can seriously relate to. Who knows how many passwords, accounts and logins we all have? It can oftentimes feel like a Kafkaesque nightmare. This beautifully and imaginatively executed spot by director Tiny Bullet made me smile.
Meta - 'Be You'
Agency: In-house at Meta
Production: Five Fathoms
Director: Zen Pace
Post: Forager Collective
Sound: Epidemic Sound
I’m proud of all the work we do as a company. There hasn’t been a project our teams haven’t poured all their immense talents into, but this spot was a first. We had the opportunity to explore the metaverse with two amazing trans creators, filming in both the metaverse and our physical world. They opened us up to ideas about gender expression and how technology can create a space of safety, in ways that are both unexpected and healing.
M.I.A. - 'Popular'
Music: Island Records
I’ve been a fan of M.I.A’s work for years. In her latest video for new single 'Popular', she teaches her AI robot (and ultimately her replacement) how to be her. Guiding her through all her idiosyncrasies until, well...have a watch.
TENA - '#LastLonelyMenopause'
Agency: AMV BBDO
Director: Shannon Murphy
Post: Daydreamer VFX
Colour: Company 3
Sound: Wave Studios
We’ve come a long way recently in terms of period related advertising. But I still feel so much of women’s reproductive health remains a mystery to the majority of people because it’s not talked about nearly enough. For so many reasons this is important now more than ever. I loved this unexpected coming of age story from director Shannon Murphy.
Pathways to Education - 'Donate Today'
Production: Eleanor Films
Director: Chris Woods
Climate change is the greatest challenge facing humanity today. There’s so much work to be done and we’re quickly running out of time. I strongly believe that our youth hold the power to herald the change the world needs but it’s up to us to make sure we provide them with the education, resources and whatever we can salvage of our planet. I felt inspired by this piece for Earth Day produced by Eleanor films and directed by Chris Woods.
The Karman Project - 'Terra Cene'
Production: Impolite x LANDIA x Saltwater Films
Co-Production: Eighty4 x Magma
Directors: Rodrigo Inada and NONO
...I had to add one honourable mention, released a year ago. Simply a beautiful meditation and message on climate awareness.