FREE THE BID is an Initiative guaranteeing women directors an equal opportunity to bid on commercial jobs in the advertising world. Less than 7% of directors are women, and less than 3% of creative directors at ad agencies are women. These numbers are hard to swallow for 50% of the world’s population, especially when the Harvard business review and many publications suggest that women are and the NUMBER 1 consumer group that makes for 85% of product purchase decisions. Problem: A cycle that keeps women from being considered. At the bidding stage, ad agencies typically present the brand with three [...]



 1.4 curator and editor Lyndy Stout goes on a bender of watching the latest films, commercials and music videos directed by women.  Here are a few of her favourite current hot pieces. Although these directors are all brilliant at working with agency creatives and shooting scripted commercials, she’s opted to show their more flamboyant work which they’ve written and created themselves. Agnes Varda Miu Miu, Wild Tales   Ten years ago Agnes Varda had an exhibition at the Cartier Foundation of her specially-created photography, films, and installations which were so inventive, humane and funny we caught Eurostar back to Paris the [...]



Introducing Little Minx director A.V. Rockwell, one of the most recent additions to the Free The Bid family! A.V. Rockwell is an award-winning screenwriter and director from Queens, New York. Acknowledged as a “rising indie filmmaker” by Entertainment Weekly, her work which includes the short film collection Open City Mixtape, has been celebrated for its brutal yet poetically humanized depictions of urban life. The distinctive voice that dominates her work slyly addresses issues of race, family, identity, and systematic oppression. Check out our interview with A.V.  below! What filmmakers have had the biggest influence on your work? It’s really tough [...]



Meet Raine Allen Miller, one of the newest additions to our database of signed directors! She is currently signed to Somesuch.  Her first music video for Salute’s track ‘Storm’ was inspired by Brexit and is a celebration of immigration and made her one of It’s Nice That’s ‘one-to-watch’. She’s since helmed projects for recording artist Georgia and Nike x Reposte. Raine crafts intricate worlds around her subjects, using her background as an art director to balance setting and emotion. Her most recent video for Denai Moore’s ‘Trickle’ (above) built mythical surroundings to amplify the performance video to new heights. Check out our [...]


Cindy Gallop

Advertising consultant, founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty, and founder of the IfWeRanTheWorld and MakeLoveNotPorn companies.

“I am absolutely thrilled with this initiative and could not support it more.It appalls me how much our industry, clients and brands are missing out on a huge, untapped, completely wasted pool of female directorial talent, not to mention female talent across all stages of production. A huge amount of money (from creating more brand success for our predominantly female-targeting clients) and awards (for truly innovative, disruptive work) are being left on the table. END THAT NOW and pledge #FreeTheBid.”

Spike Jonze

Film director, film producer, screenwriter
and co-president of Viceland

“I find Free the Bid so inspiring. It seems like a no brainer. Of course we should be getting more women filmmakers to bid on jobs! As with all great ideas, its such a simple one and the end result is going to be getting more diverse voices into the conversation and therefore more diverse voices into the work which makes the work better.”

Alma Har’el

Director, Producer and Cinematographer.
Founder of #FREETHEBID

“I’m starting #FreeTheBid so the ad industry can come together and take an affirmative step towards addressing what stops advertisers from working with women directors. I couldn’t have been an independent filmmaker and make the films I love if I didn’t make a living directing commercials. I want to make sure other women filmmakers have the same chance to sustain themselves while being creative and shaping the way women are represented in advertising. We have to start the change right now in the only practical and effective way – Let women be heard.”


PJ Pereira CCO & Co-founder Pereira & O’Dell

“A simple idea that would force the entire ecosystem to consider women directors.”

Susan Credle Global CCO FCB Global

“To find great female directors, first, you have to look for them. It’s that simple. #FreeTheBid reminds us all to open our eyes to the less obvious but perhaps even more brilliant choice.”

Mark Waites Founder & Creative Partner Mother

“We’re in!”

Glenn Cole & John Boiler CCO + CEO 72andSunny

“We can all agree on the importance of diversity, but it comes down to access and opportunity. Free The Bid fosters both, prioritizing action over talk. It also points to a future where our daughters have the same access and opportunity we had. Hell yes to that.”

Maria Smith Executive Creative Director M&C Saatchi LA

“It’s all too easy to see the disparity in our industry. So championing an initiative like Free the Bid was a no brainer. It’s a simple and smart way that we can all affect a sea of change.”

Christoph Becker CEO+CCO Gyro

“This is about supporting some of the most talented directors in the world. Giving them a platform, with #FreetheBid, to shine as they deserve is a logical call to action we believe in 100%, on all fronts.”

#FreetheBid is supported by:

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Join some of the world’s greatest ad agencies and #FREETHEBID

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