The Directors: Gordon Lindsay

Gordon’s career spans over 16 years working in the film and advertising industry. He has helmed international campaigns for the likes of Guinness, Tinder, McDonald’s and many more. He has been shortlisted at Cannes a number of times and collected homegrown awards at the Loeries and topped Adforum’s Best Director list five times.

As well as directing for major brands, he produces branded content and consults creatively with agencies, helping build brand ideas and pitches. His experience working in the advertising world, alongside top creatives, has given him insight into the process and leans on his creative experience to plug into agency teams. A specialist in all things film and video related, he is equally at home in the creative conceptual stage, having a strong feel for client needs and creating compelling campaigns and content for brands all over the world.

Name: Gordon Lindsay

Location: Johannesburg, South Africa

Repped by/in: HunkyDory, UK

Awards: Adforum, YDA

LBB> What elements of a script sets one apart from the other and what sort of scripts get you excited to shoot them?

Gordon> I always think you have to appreciate the process that’s taken place to get the script approved, before I ever see it. From there, it’s my job to understand the needs and deliver an effective spot and elevate it with my approach. The scripts that excite me are usually tight in their messaging, but leave enough room for me to put my spin on it. A clear core idea is usually the thing that separates one script from another, then that bit of space for creativity.

LBB> How do you approach creating a treatment for a spot?

Gordon> It’s tough to describe a process like this quickly but I come from a research background, so treatments are about putting in the creative hours for me. Live with the concept permanently in the brain and be decisive in your choices. I find detail and clarity tend to make the best treatments, so more than a few mood boards. It’s the creative bible for the job and if the final result looks like the treatment it's usually a good thing.

LBB> If the script is for a brand that you're not familiar with/ don’t have a big affinity with or a market you're new to, how important is it for you to do research and understand that strategic and contextual side of the ad? If it’s important to you, how do you do it?

Gordon> I’ve been lucky to have worked in many markets around the world, and places where I don’t speak the local language and are completely foreign to me. It’s obviously important and I find if you’re not afraid to ask questions and take a genuine interest in the place, it’s so much easier to navigate a job and it doesn’t end up a wasted experience. Respect the people, the job and the experience and you should be fine.

LBB> For you, what is the most important working relationship for a director to have with another person in making an ad? And why?

Gordon> It’s tough to name just one to be honest as this is such a team sport. Obviously working closely with the agency or client’s creative lead is vital. They’re the custodians of their clients' needs and after all, we are doing a job, even though it can be a lot of fun/stress/chaos. If I can get them to share the vision, the rest tends to be smooth sailing. Producers are the sense-check we need every now and again, and then good vibes with your DOP makes a huge difference.

LBB> What type of work are you most passionate about - is there a particular genre or subject matter or style you are most drawn to?

Gordon> I like to dabble in different styles, and that’s probably due to the variety of boards I see, but I never want to do only one genre. I find working in different genres really rewarding and it’s one of the great things about this business. It forces you to ditch what’s comfortable and try something new. That seems to push my creativity in a positive way. I’m drawn to a good story like most people but also love to do flashy things that require some film magic. The work that really excites me are clear concepts with pace for a strong director’s vision and often something technical to work out. Bringing any visual idea I have to life is super satisfying.    

LBB> What misconception about you or your work do you most often encounter and why is it wrong?

Gordon> I can’t say I run into many with regards to my work to be honest. Perhaps that I’m not suited to a particular script I like for whatever reason, but that comes with the job title and something we all deal with. Also, there is always a raised eyebrow when I tell them I play golf…

LBB> What’s the craziest problem you’ve come across in the course of a production – and how did you solve it?

Gordon> Craziest is relative I guess as there’s usually at least one head scratcher per shoot to figure out, but I was pretty floored when a quad bike couldn’t catch and pass the Women’s World Record holding marathon runner, up a hill in northeast Kenya. She couldn’t run slow enough without it looking like she was walking. We tried a few things and she still breezed past us. I think the shot turned out better anyway. 

This job always throws up those moments where what you thought might happen and reality don’t quite line up, and your brain needs some quick rewiring.

LBB> How do you strike the balance between being open/collaborative with the agency and brand client while also protecting the idea?

Gordon> I like to be collaborative as much as possible. As I said, this is a team sport and I’m essentially the tip of a spear. I think the best work happens when everyone is pulling in one direction. 

LBB> What are your thoughts on opening up the production world to a more diverse pool of talent? Are you open to mentoring and apprenticeships on set?

Gordon> Being South African, it’s obvious to see the positives and importance of diversity in any industry. Inclusion can only improve the overall work, and whatever country is still grappling with that is missing out already.    

Mentoring is just as important and goes hand in hand with inclusion. I started out assisting directors and it’s the best film school out there. For any industry to thrive there need to be channels and access for new people to be involved.

LBB> How do you feel the pandemic is going to influence the way you work into the longer term? Have you picked up new habits that you feel will stick around for a long time? 

Gordon> Fortunately the pandemic seems behind us but annoyingly presenting/pitching via video call seems to have stuck around. Sometimes it’s unavoidable, but being in the room is way better.

LBB> Your work is now presented in so many different formats - to what extent do you keep each in mind while you're working (and, equally, to what degree is it possible to do so)? 

Gordon> Please don’t ask me to shoot the whole job in 9X16. ; )

LBB> What’s your relationship with new technology and, if at all, how do you incorporate future-facing tech into your work (e.g. virtual production, interactive storytelling, AI/data-driven visuals etc)?

Gordon> New tech is always about what you do with it. I always like trying something I haven’t done before in my work and technology usually plays a part. I find post production fascinating and gravitate to a challenge. New tech is just toys for us adults : ) 

The AI wave is mind blowing and moving so fast. I’ve recently played with some AI driven generation in a spot and while the process still has some limitations I’m sure it’s going to play a major part in a lot of what we do going forward. Overall though, like all technology, it’s a tool, and what you do with it should be something purposeful and add to an idea, not relied on to create for us.

LBB> Which pieces of work do you feel really show off what you do best – and why?

Gordon> Another tough one : ) 

Dimension Data - I just still really enjoy watching it and had such a rewarding time working with some great young kids. Only good memories from that shoot.

Woolworths - This was just a fun combination of post and performance that brings a smile to most people who watch it. 

Guinness - Beer, bikes, tattoos, fire, there was a little bit of everything in this one. Love the scale and the overall result.

aware.org - This was an interesting challenge using a tricky post technique to tell a serious story with an important message.