My Biggest Lesson: Doug Sherin
From the age of nine, Doug always wanted to be in commercials. So, he got myself an agent and almost right away appeared in spots for Kenner Toys, Pizza Hut, and Subaru Cars. Over the years and through an awkward stage, Doug's career in front of the camera transitioned to behind the scenes. First as a talent agent, then moving on to representing post production super stars. In 2004, Doug's partner Kimberley Griswold had the genius idea to start our own company together representing directors and creative talent for commercials and branded content. So we joined forces and launched Options. Here we are. The rest is history.
The piece of Wisdom that I learned was to be myself, to be real and authentic. And so that carries throughout every aspect of my life and career today.
The start of my career goes back before I was on the front lines representing directors. It happened when I was a young nine-year-old child actor, in the late 1970’s wanting to be in commercials. Not movies but commercials. I was really interested in being the next kid that was seemingly having fun on TV eating cereal or riding a skateboard for the sake of selling a product. It just seemed to be a fun idea. I had no experience in such a thing but for an eight year old to have such a specific interest that young and know it, was a strong indicator or a true direction to take.
I guess it was the first several auditions after signing with The Toni Kelman Agency that led me to learning this insight. I was a bit nervous initially, stiff and worried and self aware while meeting all these new people and feeling a bit shy. I then realised to just be myself. That was the key. Meeting with casting directors and the Agency teams that worked for big brands that were in the audition room, Just being myself seemed to entertain them and make them laugh or spark a conversation with me. It was my early exposure to not only being in the real world, but being in the Ad world. A simple realisation that would be something to lean on to this day, everyday. I did not have a long career in front of the camera but I did wind up in many commercials including for Pizza Hut, Kenner Toys and Pebbles Cereal to name a few.
It was not until I met my better half and partner, Kimberley Griswold that it would advance my career and knowledge of what it takes to be a directors REP. She had an extensive background and experience in doing so already and for many of the Top Shops. I was coming from representing colourists and post production in-house, and so directors were not nearly as familiar to me nor how to present and understand their work. We were tired of the corporate jobs we had in the industry and Kim wanted to go back to independent repping. So we left our jobs and put our hearts, minds, hopes and skill together forming OPTIONS in 2004 and we have not looked back since. Kim taught me the nuances of directors and the difference in their offerings and so much more. And so she was a huge influence in helping me to be the REP I am today.
It struck a cord because with the true knowledge and understanding of directors, and how their work relates to current projects, I now had the ability to combine that recipe with my 'be myself personality' and it was a winning combination. You can’t be a great resource on personality alone- you need adequate knowledge, access to talent and the ability to SEE what a project needs by reading a script or breaking down boards and how it relates to the RIGHT director. Of course there is more to this profession than submitting the right work. There are many nuances that compliment the core of repping. Social skills, collaboration with clients, and constantly keeping up with trends and technology. Oh and hosting my industry Dinners at VITO.
The person I am always remains constant. That I already mentioned. Be myself, but having a better understanding of this very unique career path, allowed me to be more confident in life and in my recommendations to agencies and brands. I don’t sell a director, I suggest and nuance the idea and help explain why they are the right answer. But let’s be honest. It still begins and ends with the right reel for a project at the right time. Sorry, but it can be that simple and usually is.
Everyday is a new day. But in being a resource for agencies and brands and having the knowledge and simplicity of recognising the right director, or any other type of client to suggest remains the same. They and their body of work need to have some sort of relevance to the board, the concept and the idea. Duh, but believe me, ask the agency producers out there how many reels and suggestions they get that don’t relate to a project in any way at all.
When it comes to sharing insight or advice, again, it’s not a big secret mystery answer. And I have shared this simple understanding with clients, on industry podcasts and in Commercial Directing Boot Camp ( Taught by Director-Jordan Brady) This is Not a plug for his Boot Camp, I’m just proud to have been a part of it.
The message is always well received by the established and by the starters. Be yourself, and relate and be relevant to the projects and the people In our business .
