Joinery Signs Director Cali Bondad
Award-winning LA-based production company Joinery grows its roster of dynamic directors with Cali Bondad.
Cali Bondad has been a natural storyteller since she was child. She began writing at six, and by eight asked for a typewriter so she could type her own scripts. She then stole her dad’s video camera to make her own films. Cali realised filmmaking was the perfect alliance of all the media she loves - photography, writing, costume design, and music - leading her to study film production at San Francisco State University. While there, Bondad began working at top ad agency Mekanism as a technical studio manager before making her way to become an editor.
Her coworkers at Mekanism affectionately called her 'the Sizzler,' a tribute to her skill for crafting sizzle reels that lured in new business before she transitioned to cutting broadcast spots. Her directing break came shortly after editing a mood film that the client Muscle Milk loved so much, it led to her getting the chance to pitch (and win) the brand’s next commercial. The title of that spot, 'Stronger Every Day,' was an auspicious sign of the trajectory of Cali’s directing career from that point on.
Editing left an indelible impression on Cali’s work, allowing her to know exactly what footage will help bring the story to life. This holistic approach allows her to assure the pacing for each scene is just right, so every piece serves the greater whole. Grounded, character-driven storytelling is the underlying force of her work, she explains, “It all boils down to finding that universal human truth and extracting that. How does this brand speak to people on a fundamental level? And how do we resonate that message in an emotional way?” Cali succeeds at balancing the artistic vision and marketing aspect of commercial work, and has a reputation for thriving in challenging environments, including shooting in treacherous natural terrains.
From ideation to execution, Bondad’s grasp of how to tell stories through a brand’s unique voice has led her to direct and edit for a diverse mix of clients, including Nike, YouTube, The North Face, Nest, Georgia Power, Ben & Jerry's, and Nordstrom Rack. Her keen eye for detail is on clear display in “Renewable,” her latest commercial for Southern California Edison. Underneath the spokesperson’s pitch for SCE’s renewable energy initiative, Bondad deftly weaves personal moments with shots of sweeping California landscapes. From a grandfather gardening with his grandson to a women getting her first electric car, Cali showcases the ways micro and macro that renewable energy can be implemented.
SCE came to the attention of Joinery founding partner Gerard Cantor, which lead to both becoming acquainted with each other. She says, “Getting to know Gerard and the whole team at Joinery and seeing how professional and polished they were, as well as seeing how they fully support each director – it was the exact recipe I was looking for.” The admiration is mutual, with Cantor praising Cali’s elegant aesthetic and ability to evoke pure emotion from the viewer, “Cali’s work makes us feel. She’s a filmmaker and whether capturing an epic landscape or documenting an intimate moment, she does it all in service of the story. I look forward to whatever her unique eye has in store for us.”
Cali says it was Joinery’s eclectic stable of directors that drew her in. She remarks, “Looking through the directors’ work, it hit me how refreshing, hip, weird, and colourful it was as a whole. Joinery’s collective output left a real impression on my mind.” It wasn’t just the diversity of work, but also the varied backgrounds of the people behind the camera. She enthuses, “I absolutely love the amount of female voices represented on the roster. Joinery is a place that fosters collaboration, ideas, and positivity, all the right things for a filmmaker to fully explore their creative potential.”
