Ever wonder what makes our jury members tick? We asked them a series of questions that cover it all - professional insights, light-hearted fun, and even a few unexpected surprises! From their expert opinions to the quirks that make them who they are, you’ll get an up-close look at the brilliant minds behind the jury decisions.
In our first part, we proudly present Aurelia Driver, who brings her wealth of experience as a film and digital media executive producer based in Brooklyn, New York. Having recently led seen.tv's content team to an incredible 1 billion annual views, and with a history of producing over 200 commercials and music promos across the globe, Aurelia’s career is a testament to creativity and impact.
What's your favorite branded content video?
This is a really hard question, but I absolutely love the Nike maternity wear ad "Can you be an athlete," which features a diverse range of pregnant and breastfeeding women.
Two things are done brilliantly here:
Firstly, the script - it's a classic 3-act structure in 60 seconds! Act 1 asks the question, "Can you be an athlete?"; Act 2 unpacks the question; Act 3 answers the question. There's a clear story arc that's emotionally and narratively satisfying.
Secondly, I love that this isn't one of those glossy, overproduced Nike ads. It looks totally native to social media - lots of user-generated content, lots of camera movement, some stock footage, all vertical. Big-name athletes like Serena Williams and Alex Morgan are seamlessly integrated with "ordinary" and non-recognizable women, enforcing the message that this brand is for all women and that the endurance demanded of pregnancy and motherhood is shared. It's empowering and uniting. So clever!
What work are you most proud of?
Earlier this year, I directed and produced a 40-minute documentary called "Ahmad Alive." The film started as a series of Instagram posts by an amazing young Palestinian content creator, Ahmad Ghunaim. Ahmad was documenting his experience of the war on Gaza, and we decided to use his IG videos as the building blocks for a longer narrative. We've constructed a deeply personal, often harrowing film that is sometimes hard to watch but that is also relatable and hopeful. For me personally, this was an incredible opportunity to draw on my experience in both short-form and long-form storytelling.
Watch the trailer here.
What's the most stunning city you've shot in?
Cape Town, South Africa! I grew up in Cape Town, so I'm obviously a bit biased, but it really is an incredible city with a diverse range of shooting locations–beaches, mountains, lakes, vineyards, as well as stunning cityscapes and architecture. I'm lucky enough to have filmed hundreds of commercials in Cape Town for global brands like Toyota, BMW, Emirates, Canon, and Adidas, to name a few.
