18. 01. 2024
electriclime° are delighted to welcome British-based filmmaker Lee J Ford to their director roster for representation in APAC and MENA.
Having studied graphic design and then working as a photographer’s assistant, Lee made the switch into the advertising space.
He moved up the ladder to work as Creative Director with agencies around the world, before taking the leap into becoming a director and taking his experience of hundreds of shoots with him.
Since moving behind the camera he has worked on projects for clients such as BMW, Audi, Samsung, Nintendo and many more.
Known for his atmospheric and cinematic work, Lee brings the brands to life and understands what goes into making a commercial pop from the screen.
Check out our chat with the British director below.
How did you get started in the industry?
After studying graphic design at Central Saint Martins in London, I worked as a photographer’s assistant, it was here that I was exposed to the world of advertising. I was instantly attracted to the idea of creating ad campaigns. Fast forward 15 years and I have been a creative (latterly creative director) at advertising agencies around the world. I have a lifelong passion for film and I had learned the job of a director being present on hundreds of commercial shoots. The switch to directing was a natural and planned progression of my career.
What’s your favourite part of the filmmaking process?
I really enjoy the post production stage. The pressure of pre-production and the shoot and the million decisions you have to make everyday has dissipated. Hopefully you planned well and everything you need is in the can. Now it’s time to have fun with the footage, trying new combinations of shots in the edit, playing with sound, new ideas for VFX, etc. In many ways it’s the most creative part of the process, as everything that has come before is usually quite tightly planned, with limited opportunity for experimentation within the tight schedule of a commercial shoot.
What do you find most challenging/difficult about the filmmaking process?
Filmmaking is difficult from start to finish, as you put your heart and soul into it and the inevitable compromises can sometimes sting. I get very emotionally invested with every project as I want it to be as good as it can be for everyone involved. For me the hard bit is stopping and walking away! I always want to keep going to make every frame perfect, although I don’t think I’m the only director that suffers from this illness!
Where do you draw your inspiration from?
Most definitely movies. They are my daily inspiration. I watch them, I write them, I study them. I’ve always preferred watching a story rather than reading one, that’s probably a terrible admission, but my brain is just wired to operate visually. My tastes are very broad too, I can get just as excited by an Adam Sandler flick as I can by a French New Wave film.
When you receive a brief, what are the first elements you are looking for in order to be grabbed by a project?
Coming from an agency background I approach commercial projects in quite a pragmatic way initially. The first question I ask myself is “What is the core idea, and can it faithfully be expressed in a visually stunning way?” I’m looking for a seed in any script that can be teased into something bigger and more spectacular. I love scale, adding a cinematic vision to any project is usually my aim.
Why are you looking forward to joining the electriclime° team?
I’m really excited to be joining electriclime. I strongly believe in the craft of filmmaking, as does everyone here. With the insatiable need for more and more disposable digital content these days, it can sometimes be hard to aim for a bigger vision, one that involves artistry and passion; I know I stand with a team at electriclime that are committed to making extraordinary films.
Describe your filmmaking style…
Bold and Beautiful!
You can check out Lee’s work right here.
LOCATION | LONDON
TIME | 17.13
51.5072° N, 0.1276° W
