Karen Cunningham on Empathy, Good Ideas and the Importance of Self-Belief

Karen Cunningham knows filmmaking. It’s hard to imagine any aspect of film craft which the director has yet to touch throughout her career to date. Having trained as an actor before embarking on a journey through the industry which saw her launch her own production company as well as a stint agency-side, Karen brings a wealth of experience to her projects - and it invariably shines through on the screen. 

Although her portfolio is remarkably diverse, peppered with clients including UNICEF, Barbie, Nivea and countless more, there are a few common threads. One is a remarkable ability to help audiences transcend the realm of commercials with a storytelling talent that makes us forget we’re watching an ad. 

The other is the knack she has for bringing winning performances out of her cast, be they established and seasoned actors, kids, or anyone in between. ‘Never Walk Alone’, her work for Nivea and Liverpool FC, for example, lands a powerful message thanks in no small part to extraordinarily authentic delivery from local boys who had never been in front of a camera before. More recently, she captured the infectious joy of children at the breakfast table in a heartfelt, purpose-led spot for Kellogg’s via Leo Burnett. 

Empathy is a powerful tool for any filmmaker, and Karen is able to call upon it in spades. To find out what makes the multiple award-winning director tick, LBB caught up with Karen… 

Above: Karen’s work with Nivea and Liverpool FC emotively leans into the club’s spine-tingling ‘You’ll Never Walk Alone’ anthem. It is currently shortlisted for TV Ad of the Year at the 2023 Visionary Arts Awards.

LBB> Karen, thanks for taking the time to speak with us. Let’s wind the clock right back to the beginning. What kind of a kid were you growing up, and at what point did you know that a career in the creative world would be right for you? 

Karen> I’m one of five siblings, so our house was always full of people. There was music blaring out of every room, and always some kind of drama. I loved acting and performing, and my childhood was spent rehearsing lines for school plays or festivals that I was performing in. 

If I wasn’t performing, I was designing outfits which my mother would then make for me. I loved Saturday morning cinema and it was watching these films that inspired my life long love of film.

LBB> We’ve read that you initially trained as an actor! In what ways has that experience helped you get certain performances out of your cast as a director? 

Karen> Yes, indeed I did. I went to drama school, and as a consequence I have a lot of empathy for my cast, whoever they are. 

Acting is a tough job so I want my cast to trust me and know I want the best for them, and as a result they give their best to me.

Above: Kellogg’s new brand platform, ‘Better Days Are Built On Breakfast’, lands its message in part thanks to Karen’s ability to draw authentic performances out of the cast in this spot highlighting the brand’s social commitments. 

LBB> In addition to that experience, you’ve also got a background working agency-side and as a producer. Do you think that such well-rounded experience makes you a better director? If so, how?

Karen> Yes, most definitely. I’ve been an account handler, producer, and company owner so I feel that I have a 360 view of our industry. I’m also in the unique position of having worked with many other wonderful directors as a producer, which was an enviable apprenticeship. I’ve got the complete toolkit so I know how to solve any immediate problems that come to light. I can spot a weak link, and I can make the most of a budget to put the creative on the screen. In these challenging times, I consider it my secret weapon. 

LBB> Imagine the Possibilities, your work with Barbie, made a huge impact with tens of millions of views and a slew of awards. Are you proud that it’s still a piece of work people are talking about eight years on, or does that suggest that the issues (specifically around female role models) it tackled are still as prevalent today?

Karen> I am hugely proud of this piece of work, but still there is work to do in every industry. Directing being one of them. 

For real change, we need to see women and underrepresented talent getting the opportunities to direct the work that wins awards, so they are swimming in the same sea as the men. As we know, the reel is the deal.

Above: Don’t be surprised to see ‘Imagine the Possibilities’ on any given list of the greatest-ever ads.

LBB> “It’s never been as hard for a brand to break through and be remembered as it is today”. To what extent do you agree with that statement?

Karen> Yes, I do agree with that. There is much more competition, more outlets for content, and shorter attention spans. 

But what hasn’t changed is that it all begins with good ideas. Audiences are sophisticated, and want to be entertained.

LBB> A few years ago, you mentioned that running your own production company was “sometimes easier” than being a director. Would you still say that’s the case today?

Karen> No, I probably wouldn’t agree with that now. More competition, technology, Brexit, and Covid have made running a production company much harder than it has ever been. 

By “easier”, I probably meant that I felt more in control. As a director you are dependent on the people that represent you, which is why your relationship with your production company is so important. It’s vital to be top of mind, and not just sitting on a shelf somewhere.

LBB> On which note, we’re speaking following the news that you’ve joined up with the team at Someplace Nice for representation in Canada. What makes this move the right fit for you?

Karen> Although I have worked extensively in the US market and shot endless times in Canada, I have never worked for a Canadian agency and I would love to. I felt an immediate chemistry with Chilo and Estelle, and I knew they were the right company for me.

LBB> Is there a specific kind of project that you have your eye on in the near future? Or a challenge that you’d especially like to put your mind to?

Karen> I love getting credible performances out of my cast, and I am drawn to ideas with a social message. 

That being said, there are lots of genres I would love to work in: sport, fashion, music, and longer form content are at the top of my list!

LBB> On a final note, imagine you had the ability to travel back in time to the moment you first started out in the industry. What piece of advice would you give to your past self, and why? 

Karen> I would tell my younger self not to get sidetracked by imposter syndrome or self doubt. It’s so important to believe in yourself and be your own cheerleader – I’m always telling my daughter to BELIEVE AND ACHIEVE.