LBB’s Zoe Antonov and NERD’s founder Milana Karaica kick off a new series focused entirely on celebrating mothers in the advertising and production industries, and their personal stories of triumph and pain against the odds.
“Motherhood isn’t a limitation. It’s a foundation, a training ground, and a path to better and more empathetic leadership.”
This is what founder and creative executive producer at NERD Productions, Milana Karaica, told us when we first started shaping the idea for this series.
Countless industry panels and talks dare to lift the veil of unspoken shame and controversy when it comes to becoming a mother in the advertising and production industries – or, really, in most industries. Yet, the stigma persists, and action is minimal. So, when Milana reached out to LBB with her idea, we knew it was time to carve out space for this discussion..
Pressure on women comes from all sides – wanting to be a mother is wrong, because you are not career-oriented enough; not wanting to be a mother is wrong too, because you aren’t fulfilling your ‘nature-given purpose’; wanting both, or neither, is somehow wrong too. It’s a tale as old as time.
In advertising and production, motherhood is treated as a hurdle, not an asset – choosing between a thriving career and a fulfilling family life is something countless women face, in silence. And even after the choice is made, the repercussions are life-long, and often tied with varying degrees of guilt and shame.
This is why, for International Women’s Month, and beyond, LBB’s Zoe Antonov and NERD’s Milana are launching ‘Motherland in Adland’. Through Milana’s story – and those of other incredible mothers – we’ll shine a light on the realities of balancing leadership with parenthood.
From challenges to triumphs, this series is about breaking a narrative – motherhood is not a ‘career break’. It builds stronger, more empathetic leaders – and it’s time for the industry to stand behind them.
To kick off the series, here is Milana’s story.
—
I started in this industry very young – at the age of 17.
Through the early years of my career, it didn’t matter to me that I didn’t see women and people like myself around me, as actually, I never really had before either.
Taking inspiration from wherever I could, I excelled in my roles and made my way to executive producer. There were bumps in the road of that journey that were not easy to overcome but when failure is not something you allow yourself to accept, you keep pushing harder with each setback.
It wasn’t until I was in my early thirties – by which point I was running NERD Productions, a creative production company bringing diverse talent to our industry – that I started to feel extremely lonely as a female in a leadership role. NERD was my first baby, my family, and my passion, but I wanted a family at home too. Having always been a nurturer, the one that sees the potential in others and helps them realise that too, I felt that I had what it takes to be a great mother.
However, I had never really come across many women that were in senior positions and had children. It dawned on me that I didn’t know a single one that was running their own production company or agency. That scared me.
Our industry is so competitive and male dominated, that you can’t afford to ever be half a step behind. Aside from running successful productions, so much of it all is run on networking. The lunches, dinners and endless drinking, going out and entertaining. As long as you can keep up with that, you are ok. But how do you do all of that when you have your babies that need your time, love and affection. What do you do when you have an important meeting booked in for months and months and then your baby gets sick on that very day and simply wants to fall asleep in the comfort of mummy’s warm hugs? Do you cancel the meeting that could potentially change a young director’s career path, or tend to your cherished little treasure that can’t understand why you can’t simply just be there?
Women that decided to have kids were and still are often referred to as ‘taking a break to have a baby’. But we know what happens to women in our industry that took that break.
They never came back or were slowly pushed out due to lack of flexibility in their roles. Over 55% of women who had taken parental leave in the last five years believe that choosing to do so damaged their careers. Where do we go from that? This is why we are starting this series. To highlight all those incredible women who are somehow doing it all.
From Guilt to Pride
I did what I do best – kept calm and carried on.
But this is where things get unbearably hard. Everything practical – juggling appointments, sickness, no sleep or time to eat – I could deal with, but there was one thing that I didn’t account for. The guilt. The kind of guilt you can’t imagine. The volume of it is so high, that sometimes you feel like you could drown in it with every breath.
I worked until my contractions were five minutes apart. And handed over my notes to one of our senior producers, ahead of rushing to the hospital to deliver my first baby.
After one long weekend, I was back to work. With my second baby, due to health complications we had a C section and I was back to work three days after.
In an attempt to be a full-time mother and a full-time CEO, I have breastfed my babies with my camera off on endless Zoom meetings. Feeling guilty that I have to hand them over to their dad as soon as they finish, so I can get back to supporting my team and then feeling guilty some more, that I may have not paid enough attention to every word uttered in that meeting.
In an attempt to support my team’s career goals, I sat on a flight for six hours, while my two-year-old was at home, not responding to medication. Being told that he stood in front of our photo attached to the fridge crying and begging daddy to tell mummy to come home killed me inside. On the other hand, I felt guilty that I had to dash back from a big production and leave my team on their own.
I missed my daughter’s first parents evening as I was running late on set – a moment in life I will never get back, but I helped a struggling director capture that one shot he really wanted that day! A sense of achievement with a dash of guilt in my stomach for not being the mum I wanted to be that day.
My son came home from nursery, running through the door to show me the card he had made me for Valentine’s Day and I had to almost edge him out of my screen and keep a straight face as I muttered that I will see it in just three minutes.
Feeling guilty for not cooking a fresh meal on a busy work day, feeling guilty for not attending a work trip… Guilt became the air I breathe.
Even with the most empowering and supportive partner, endlessly helpful family and friends, there is always something to feel guilty about because you can always do more. After all, you are the woman that wanted it all. You could just choose a career, or family, like everyone else and not struggle.
The flipside? You can carry on like this for so long before you notice your male peers not feeling guilty for taking work trips, for taking on more work, for progressing in their career and for going to a drink after work at the expense of not spending every waking hour with their little kids, or fulfilling their every emotional need.
They are okay to be more than a dad so why don’t we ever take a leaf out of their book?
We think and we are told that women are the issue, as we have this self-imposed guilt for wanting it all. But why is wanting a career and a family seen as wanting it all and why should we not want it? Why are we judged so harshly for choosing to have a career or for staying at home?
This is why now, I refuse to allow guilt to rule my life and my choices.
I worked incredibly hard to reach this point in my career and I enjoy my job endlessly.
Growing NERD from nothing to being here ten years later and representing incredible talent, crafting with people I love and respect, supporting each other in every milestone, including family life has not come easy and with no effort.
On the other hand, my children are my world and the centre of my universe. Nothing can compare to the love we share and the happiness they bring me with every little cuddle and every little smile they unselfishly and genuinely give. This is not having it all – it is making the most of life and the endless opportunity in it.
I refuse to suppress the sense of pride I get out of being able to set this example for my children.
Since becoming a mother, there is no force that I would not be willing to stand up against. So, in a way, it has allowed me to improve all of my skillset – patience, resilience, problem solving and the unwavering ability to show up, no matter what.
This is why mothers are so vital to each team and each company. They will be there first, support your cause, understand, give, champion and work harder! Sure, they need to leave for the school pick up, or take a day when their child is sick, but they will be back online later doing way more than reasonable and enjoying it too!
It was the pandemic too, that gave us the opportunity to go from denying that life outside of work exists, to acknowledging that we all have responsibility for other, little lives.
Had it not been for covid, my career, like many others, would undoubtedly have taken a few steps back after having kids. Now, I have even taken my kids to shoots and work trips. Clients seem to accept that you need to pop home and do family stuff before you come back and take them to dinner and post-shoot drinks.
The tiredness after all of these intertwined activities is undeniable. But after a long day, when you finally lay yourself to bed at night and close your eyes – you did do it all girl!
We are making progress. And I hope that in years to come, my daughter, and yours too, never have to shed a single lonely tear, if they choose to smash it in her career, and to be the kind of mummy that she wants to be too.
Sharon Liu is many things, a talented animation director, music video maker, illustrator and an avid GIF maker. In the latest edition of Getting down and NERDy! We caught up with Sharon to discuss her creative process and her adaptability to shapeshift between different creative mediums.
Everyone loves a good origin story, so let’s start from the beginning. How did you get into animation?
It’s funny that my interest in animation only started on my foundation course at UCA Farnham. I was never really an anime or comics fan when I was a kid. However I’ve always been into painting and during my foundation course I discovered that animation is not just ‘cartoons’, it can be painterly and experimental too. I would say that was the turning point for me.
Over the years Sharon has perfected her animation style and brought her distinctive vision to the world of commercials, working on campaigns for the likes of Boot, The Climate Coalition and RAM Trucks.
The Very Hot Snowman for The Climate Coalition display’s Sharon’s hand-drawn aesthetic in beautiful fashion, giving the piece a storybook quality that pulls on your heartstrings and with the voice talent of a certain Britpop icon the whole thing feels cosy but poignant.
What would you say is the major difference between illustration and animation director?
I guess as an illustrator I can spend more time focusing on the tiniest details, and as an animation director I have to focus on the bigger picture/ overall feel/ narrative. I realised that good animation might not necessarily contain one single frame that would work well as an illustration and a good illustration might not necessarily work as a frame of animation either.
Sharon is also a master of creating mixed media, blending her trademark animation style with live action, which you can see in full swing with her music video ‘Its Like That’ for pop royalty Mariah Carey.
You experiment with many different methods, is there anything you haven’t tried yet that you’d like to explore as an artist?
There are far too many methods I would love to try, I believe anything can be turned into animation under the camera! At the moment I’m trying to figure out a way to animate/control water!
As a fellow avid GIF maker I’d love to know what you like the most about creating GIFs?
GIFs are short and sweet. It’s a documentation of my visual diary and it allows me to play with different materials and explore outside my comfort zone without any pressure.
Do you think GIFs can be used to tell narratives and what do you think it adds to your work?
Same as all other art forms, GIFs can be used to express narratives but a strength of GIFs is their versatility to be used in the digital world, including their ability to show moving images instantly without pressing play! It’s hard to think what GIFs add to my work as GIFs are my work. So instead I would rather say creating GIFs has brought me different kinds of work opportunities, a colourful portfolio and 704 million views on GIPHY.
What kind of creative projects appeal to you the most as a creative?
As I’m getting older and more experienced, working with people that I like is far more appealing to me than the nature of the project. Luckily good people tend to work on good projects too!
Two NERDs Billelis and Luke Preece recently embarked on a demon slaying project for the iconic ‘Doom The Dark Ages’. We recently caught up with the pair to discuss their joint love of video games and how they’ve inspired and influenced their work of the years.
How did the Doom project start?
Luke> Billy approached me earlier in the year and asked if I’d be up for doing another collab on Doom after the success of our previous one. Obviously I said yes. I love making stuff with him.
Were you already a fan of the iconic Doomguy’s demon slaying shenanigans?
Billy> I mean he is a video game icon haha. I remember playing the OG as a kid (without my parents knowing), and had this divine rebellion/inspiration. It is absolute carnage and a release, bashing demons back to hell is a very cathartic experience. So yes you can say I was a huge fan haha.
Luke> Absolutely! I played the original games back in the early ‘90s and have continued to play all of the subsequent titles in the series.
Have you noticed a change in how video games are now marketed and advertised?
Billy> The gaming industry has changed so much,but imo what matters the most is the gamer’s experience and fun. Microtransactions and all that ruin the experience. I game because I want to feel free to explore another realm, to lose myself, to become someone else for those hours. I love my life but also becoming a tanked demon slayer is pretty epic haha.
Luke> Back in the late ‘80s and early ‘90s the only way you’d find out about new games was word of mouth or in magazines. That and watching Gamesmaster on TV… Nowadays the industry is so huge that games are marketed like huge movies. That’s a massive step up so I guess you could say it’s changed quite a lot.
Have video games influenced or shaped your work?
Billy> Oh yes I have a whole leg tattooed with video game characters, I am 37 and still game a lot, and you could say it has been a childhood dream of mine. It’s important as artists to nurture our inner child especially as we get older. I have been very fortunate to do Art with Luke for Doom, and Diablo a few years back on my own, and I’ll never get over the feeling my inner child would get by working on these.
Diablo II work by Billelis
Luke> 100%. I play video games quite a bit and have done since I was very young. That has inevitably sunk into my subconscious and definitely comes out in my work.
Luke’s work for Gears 5
What do you enjoy the most about working on video game briefs?
Billy> Seeing all the incredible concept art and BTS that goes into these games. It’s amazing to put my own twist on these IP’s but I always get giddy and incredibly inspired to see what the artists of these studios have created before me. I feel honoured to put my spin on their creativity.
Luke> Getting to put my stamp on IPs I love. Essentially taking inspiration from the visuals and narrative and bring it together in a unique way whilst remaining relatable to the game.
Do you think video games as an artform are still misunderstood?
Billy> In the past, yes, I feel gaming is a key part of our culture and it truly is an artform. Everything from characters, to design, atmosphere, sound, emotion. Nothing comes close to it imo. You can watch a film and remember it, but I find games become unforgettable experiences, for me at least.
Luke> They used to be. And if I’m honest a video game used to be something you’d pick up and play for 30mins. Modern games are like these big blockbusters or yearly events that happen. It’s kind of crazy when you think about how much it has changed?!
If you could live inside any video game world what would it be?
Billy> As messed up as it would be, I’d love to live inside the Elden Ring.
Luke> Gotta be Zelda. I like the idea of hanging out in Hyrule.
Many artists are satisfied with owning one style but not Corinne Ladeinde, she thrives on experimentation, playing around with different styles of animation. Her work spans across directing, design animation, illustration and a lead compositor.
Her short film ERNESTO garnered multiple awards capturing the imagination of both parents and children alike. While working on projects such as The Snowman and the Snowdog and We’re Going on a Bear Hunt! for Channel 4 and bringing her talents to big name clients like Dove, Bach and Liz Earle. Her adaptability to create something visually unique for each project shows with her truly original body of work.
In our latest edition of Getting Down and NERDy we caught up with Corinne to discuss her experiment approach to animation and directing.
How many different methods of animation have you used over the years and what do you enjoy doing the most?
My experience as a director or in compositing, whether working as part of a team or supervising, has introduced me to many different styles and mediums, from digital 2D cutouts mixed with drawn animation, 2D or stop-motion composited with live action, to sand! I’ve enjoyed all for different reasons but I’ve mostly enjoyed working with 2D cutouts with hand-drawn elements as it’s flexible and fun to work with (my) illustrations and bring them to life, it’s where I feel at home.
Could you tell us a bit more about the process of composting in animation?
It really does depend on the project, that’s part of the beauty of it. As a compositor, it’s my job to bring together all of the elements, make sure the layering etc is working correctly, make the elements feel like they belong and then push them even further. For example when working on a project that blends 2D animation with live action I need to pay attention to whether the shadows I’m creating for characters blend in seamlessly with other shadows in the liveaction plates, are they pointing in the right direction, where is the light source, check black and white points accordingly, apply any grading and SFX necessary and making sure the characters feel like they’re in that live action world.
On a recent project I supervised, the brief was to ensure we couldn’t see much competition at all! It was very much about maintaining the storybook charm of the project and ensuring the characters became a part of the beautifully painted backgrounds, as well as adding a bit of sparkly FX where needed. Funnily enough, I find this process really rewarding and sometimes if you can’t see my work, that means I’ve done a good job!
How much experimentation do you have when composting?
Again, it really depends on the project and the director. Some directors know exactly what they want and there isn’t much wiggle room or need for it. But many times I’ve been given a shot and told… “I’m not sure what we want here… What do you think…? Have a play!” It’s only through experimenting, having a go, and getting it wrong a few times that you’re able to build on something and then you can work with the director and move things forward.
Most of the time, it’s a fun creative process, as with all of the other roles on a production, it’s your job to facilitate the director’s vision as well as offering support and guidance where your expertise may lie. I’ve always felt the best directors recognise this and allow their team to do their jobs with guidance. I like to take this approach when I’m at the helm. Sometimes you know exactly what you want and you can drive it home, but other times it’s good to be a little more open and allow something to develop in a way you might not have expected.
Maybe you could tell us a bit more about the surrealism approach a lot of your work adopts?
My grad film ERNESTO is about a boy who’s teeth spontaneously become musical. The original script was quite similar to a United artist’s cartoon called Gerald McBoing Boing. I loved the script, but I wanted to make Ernesto’s affliction something more physical that he didn’t have any control over nor could obviously be seen. While I was at the NFTS I kept a sketch book on my bedside table so I could jot down any dreams that could be of interest. One dream involved a chorus of opera singers wearing tuxes who just happened to be teeth. It was a bit bizarre but it felt fun and I liked how there was potential for them to be their own little characters. It’s like cute body horror… maybe that’s my thing! When I think back, one of the films I loved was How to Get Ahead in Advertising.
A story about a man experiencing a moral existential crisis who grows a talking boil on his neck. I think what draws me to this theme is that these “afflictions” are part of the character. It’s either something that has to be dealt with or accepted. There’s no escape! Turning these everyday feelings into physical manifestations is a fun and quite literal way to explore these experiences. It’s a way of bringing them to the forefront and being forced to confront them head-on. One of the things I love about film (particularly animation) is the suspension of belief and that, quite literally, anything can happen. I find comedy and sometimes (cute) body horror to be a fun vehicle to explore these themes. It might all seem quite surreal but there are very real emotions behind it.
What other forms of animation would you like to experiment with in the future?
I’ve been experimenting with 3d in my downtime (when I have it!) I’d love to experiment with it more. But, with the dawn of AI that is capable of creating the kinds of footage and imagery we’re seeing, my concern is that traditional modelling could become redundant. I’m aware that even though I feel there will always be a place for content with that human touch, there will be pressures and potentially opportunities to get to grips with what AI will no doubt bring. I’m interested in approaching AI as yet another tool if possible. Whether that’s using it to speed up current pipelines and work processes or for image generation that can be experimented with, edited and worked into further by human hands.
More exciting news from NERD Productions as we add the talents of the imaginative director Helen Ratner. Her unique and quirky body of work weaves between animation, motion design and art direction, using techniques such as rotoscoping, cel animation and collage. She creates surreal imagery that provides plenty of tantalising humour and whimsical energy, working on incredible projects for the likes of Nike, Instagram and Google as well as working for artists such as FKA Twigs, Steven Aoki and El Afna. Her work comes with a stunning colour pallet that feels like spending time on a tropical beach blending vibrancy and style perfectly.
“Every now and then you meet an artist and you instantly want to collaborate with them, their work fills you with so much inspiration and you get a buzz from just listening to them talk. Helen was one of those artists, her filmography and vivid imagination felt like a perfect fit for NERD and we cannot wait to show you more in the near future”- Founder & Producer of NERD Productions.” – Founder/Executive Creative Producer at NERD Productions
Helen on joining the NERD roster – “I’m so excited to be joining the team at NERD Productions Company! NERD has been on my radar for years and what initially drew me in was their clear passion for creativity with purpose. Their commitment to diversity, inclusion, and sustainability isn’t just talk, it feels deeply woven into everything they do. That kind of integrity really resonates with me and I’m thrilled to be part of a studio that champions talented artists, and cares about the impact their work makes.
What’s also exciting is the chance to collaborate with such a talented and diverse group of creatives. NERD’s energy feels fresh, open, and full of heart. I love how their approach to production feels like a shared journey instead of a solo mission. I’m looking forward to bringing my own experience into the mix, growing together, and creating work that’s not only visually exciting but also meaningful.”
In every walk of life and within any job role we all deal with challenges both internally and externally we often tell ourselves not to let our private lives interfere with our work-life, however is it really that black and white? With May being the month of Mental Health Awareness we wanted to have an open and honest conversation about how as individuals we find ways to balance our well-being with our work output. The advertising industry can be a savage and unpredictable environment with tight deadlines, days of endless calls and meetings that sometimes can feel like dead-ends rather than destinations. An emphasis on freelance work can sometimes add extra pressures of long-term stability and career growth, financing projects can become an upward struggle and sometimes the work days can be long, meaning spending less time with our families and friends.
There are no straight answers to this topic and we all do our best to find ways of finding that perfect balance between productivity and relaxation, knowing when to call it a day, knowing when we need to recharge our social battery. We all come from different walks of life, may it be culturally or financially, each of us dealing with our own insecurities or anxieties and as a society we like to pretend that we don’t. We’re programmed to think we have to be perfect all the time but sometimes the flaws are what make us succeed, it’s how we grow and learn.
Thankfully the conversation around mental health is becoming less taboo and more of an open dialogue and In this article we wanted to get involved in the conversation
THE ART OF TRYING NOT TO OVERTHINK – LOUIS HUDSON (WRITER AT NERD)
For me moving to London was the first daunting step into the creative and advertising industry. After staying in Leeds for both of my university degrees I finally decided to kiss goodbye to my affordable rent and family. My first attempt however was compromised by the global pandemic (just my luck) when the time did eventually come to move down. I had a little bit of PTSD from the pandemic. All that time stuck in lockdown, overthinking, would I be good enough, will I fit in. Imposter syndrome rearing its stupid annoying face. Which I think is a universal thing we all go through at some point in life but I think for me it was exemplified by the pandemic suddenly swapping working from home to attending multiple networking events and having to build up a new social life for myself provided a little bit of whiplash.
Coming from a traditional northern working class background I wondered whether or not I would fit in, whether my accent would be patronised or even understood and apart from the couple of occasions I’ve been mistaken for being Scottish I can confirm people can understand me just about…
For me I learnt that giving myself a schedule helped with the anxiety, even something as simple as going for a walk once a day or finding time to do a bit or personal admin would be a way for me to focus my mind. Post pandemic I’ll take myself to the cinema as much as possible because going to see a really depressing foreign romantic drama really makes me feel better about my life. I also write comedy, which is something I’ve continued to pursue since studying film at university. Since moving to London I attend London Comedy Writers and I’m always trying to get projects on the go, so it’s all very exciting but also gives me something to focus on outside of work hours that feels stimulating and creative.
BALANCING CREATIVITY AND PRESSURE – VIKTORIIA (MARKETING & PHOTOGRAPHY AT NERD)
Growing up, I always knew I was meant to do something creative – something that had a spark but also a slice of structure. I’ve always felt a strong drive to perform well in any role I take on, and with that comes pressure. When I moved to the UK, that pressure only intensified, it became about building a whole new life from the ground up. New friendships, new networks, and new opportunities.
Because social media is such a big part of what I do, there’s a constant expectation to be present. Whether it’s about posting the next big idea or simply showing up on people’s feeds, the pressure to stay relevant can be overwhelming. And while I sometimes get hit with that “who cares?” mindset, the reality is every single job or opportunity I’ve had has come from being online, from putting myself out there, from connections made through the digital world.
That’s the double-edged sword of it. While I owe a lot of my career to social media, my mental health often suffers because of it. Imposter syndrome creeps in, feeling like I’m not doing enough, even when I know I’m going above and beyond. Some days, depending on where I am in my cycle or just how much I’ve been carrying, I’ll cry it out. I’ll spiral into “I’m not good enough” thoughts and that’s when I really lean on my husband. He’s my anchor on those tough days. But then, just like that, I bounce back. The very next day I might feel like I can take on the world. I’ve also been incredibly lucky to work with people and clients who are genuinely supportive, and that kind of environment makes a huge difference. The same goes for my friends, just having someone who listens can lift the weight a little.
Being creative in the fast-paced, ever-evolving world means you’re always expected to innovate, stand out, inspire. It’s a lot. But I’ve learned that having a support system and grounding routines can help massively. For me, it’s simple things – going for a walk, spending time in nature, hiking up a mountain. Maybe that’s why I’ve gravitated towards hiking over the past two years, it gives me space to breathe and turns off my loud brain.
At the end of the day, it really is a journey. Some days feel weird, others feel heavy, but there’s always something to learn.
WHEN TO ASK FOR HELP – MARGAUX MADAMBA (SOCIAL MEDIA MARKETING AT NERD)
For years, I knew I was struggling with a mental health disorder but there were just so many things hindering me from seeking professional help. I thought if I just got to know myself more that maybe navigating work and life would be easier. I thought that I needed to accept myself more, to be kinder to myself, and to be more patient with myself. I read so many self-help books, listened to my mentors’ advice, and browsed through pages and pages of Reddit and Google threads. A lot of those things helped in their own ways — but it wasn’t enough.
Coming from a third world country, I knew it wouldn’t be easy to seek professional help for my internal struggles. I had assisted my younger sibling in the past with their own mental health problems and searching for psychiatrists, wards, or organizations that could help us was really difficult. We learned one thing that day: If we needed immediate help for our mental health, we were looking in the wrong places AND we were living in the wrong country. It was a very sad realization. Being the eldest daughter meant I’d have to be there every step of the way during my sibling’s own struggles. This was when I was educated deeper about how to properly seek professional help.
Five years after my sibling’s struggles, I finally got the courage to seek help for my own problems. Post-pandemic paved the way for telemedicine or telehealth apps which made it easy for me to book a psychiatrist or psychologist. It was at the age of 28 when I saw my first psychiatrist and was diagnosed with General Anxiety Disorder (GAD) and Post-Traumatic Stress Disorder (PTSD). I was prescribed medicine for my anxiety but after a few months, I felt like I was just an outsider watching my life happen before my eyes. The medicine wasn’t working – and that was okay. During this journey, I learned that there are many methods to seek help and not every method will work for an individual. I didn’t stop trying and experimenting. I looked for another psychiatrist who focused on talk therapy which gave me relief after just one session. I have felt more peace within myself ever since.
As creatives and freelancers, we’re used to working and moving independently. Throughout the years, I got used to working by myself and finding remedies in my own ways. It worked until it didn’t, and I wish I asked for help much sooner – I bet my 22-year-old self needed it a lot. If you’re reading this, I want you to know that it is okay to ask for help – ask for help when you’re afraid, ask for help even when you can’t afford it, ask for help even when you’re succeeding in life. It doesn’t matter where you are or who you are, it will always be the right time to ask for help.
VALUE OF PEOPLE IN OUR LIFE – MILANA KARAICA (FOUNDER/EXECUTIVE CREATIVE PRODUCER AT NERD)
I started in this industry very young – at the age of 17.Through the early years of my career, it didn’t matter to me that I didn’t see women and people like myself around me, as actually, I never really had before either.
Taking inspiration from wherever I could, I excelled in my roles and made my way to executive producer. There were bumps in the road of that journey that were not easy to overcome but when failure is not something you allow yourself to accept, you keep pushing harder with each setback. It wasn’t until I was in my early thirties – by which point I was running NERD Productions, a creative production company bringing diverse talent to our industry – that I started to feel extremely lonely as a female in a leadership role. NERD was my first baby, my family, and my passion, but I wanted a family at home too. Best of both worlds was the goal I wanted to achieve through some miracle it seemed.
With so much going on at all times and hours of the day it is hard to stop to catch a breath, let alone think about your mental health and wellbeing. I try to be practical, and find time to still show up for my young kids where and when needed while doing the same for my team and clients.
Sneaking in some alone time for a quick facial or getting my nails done is my time to simply do nothing. Allowing time with people I love… a coffee with my sister, a quick lunch with a friend, a little time with my forever cheerleader- my partner, even if it’s just a cinema date or a walk in the park. All these seemingly small things and times give me endless positive energy, time to reflect on the life we have built and things we still feel we want to pull off before we are ready to live the quiet life!
So, having said all that, in conclusion – we all need that one person in life or if we are lucky enough, a few of those gems, that will be your source of support, empowerment, inspiration or simply good vibes. This is what really matters and what helps keep me going when times are tough.
Alicja Jasina’s 2D animation stands out from the crowd in a sea of 3D animation and bombastic VFX. The hand drawn aesthetic Alicja applies to her work feels profound and emotive, simplistic in its nature but layered in its storytelling capabilities.
Her works starts with a line and a line can take us on many journeys, showing us new worlds and introducing us to new characters and over the years Alicja’s body of work has taken us on one hell of a trip. Her distinctive way of thinking about storytelling, and viewing the line as a medium has captivated audiences from all around the globe, not to mention getting shortlisted for an Oscar (no biggie) for her short film “Once Upon a Line”.
Her unique voice as an artist translates into her commercial output, applying her wizardry to big name brands like Google, Disney and Airbnb. There’s a sense of a throughline throughout her filmography that most auteur directors would be envious of, no matter the brand or the brief her style shines brightly. Alicja doesn’t throw everything at you with overwhelming visuals instead applies a less is more attitude using space and colour to make her characters and worlds pop, often times using a white background to give a doodle-like quality to her images, that allows shapes to bop and move almost like musical notes coming to life.
Alicja’s style grew out of her personality as much as her practice. She prefers to say less, but says it precisely, gravitates toward empty space, whether in her apartment, her wardrobe, or her frames — space that allows her (and others) to focus, to breathe. She works quickly, almost impatiently, rarely lingering on a single drawing.
Alicja talks about her process – “Back in school, I realized that in animation this could be a strength: simple designs leave more room for expressive movement, especially when resources are limited. For me, the process matters just as much as the outcome, and there’s something deeply satisfying in letting the final piece retain the looseness of a sketch. Often drifting between realism and abstraction, I use minimalism to create a kind of visual pause.”.
In an overstimulated world, her line becomes a breather — a moment of stillness in motion. She explored this idea recently in Liminality, a group exhibition on saturation and sensory overload, on view in Warsaw until May 29th.
The hardest challenge for most directors is being able to stamp their own authenticity into a project, especially in the world of advertising and big brands. Which can sometimes provide strict creative briefs and tight deadlines that can sometimes limit the director’s distinctive voice to be heard through the noise. NERD director Kyla Philander has made a career of crafting relatable and grounded stories while also working with some of the biggest brands on the planet such as Google, Instagram and Volkswagen, to name but a few. Perfectly shaping worlds and narratives brimming with diversity and personality that shines on all screens.
So how does a director juggle working for huge brands, while telling stories that resonate with them and reflect their own identity and background? Well at the core of Kyla’s work it’s focussed on human relationships, tangible and relatable people going by their everyday life with natural performances and subtle but cinematic filmmaking techniques.
Kyla’s ‘Meta Facebook Lite Connected’’ commercial would be a prime example of her human approach to story crafting, the narrative follows various people at different stages of pregnancy and parenthood, capturing the mundane to the sublime, from contractions to the baby’s first steps. Relatable moments that the audience will resonate with on an emotional level, well also cleverly capturing the technology of Meta and how it can connect us, as the commercial showcases the various people using Meta to celebrate, communicate and to search for support.
Diversity and inclusion is another key ingredient in Kyla’s filmography that allows them to express universal stories from around the globe that reflect different aspects of society. Their Redbull Uncredited ‘The Origins of Afrobeat’ film invites the audience into the world of Afrobeats informing the viewer into the music genre’s origins from the streets of Lagos to Fela Kuti, while showing the importance of dance. Mixing cinematic shots with grounded talking heads. Capturing the spirit of afrobeats and the kinetic passion of the dancers, it’s informative and inspiring and brimming with love.
Klya’s work portrays people from different races, body types and gender but their work also captures places with the same attention to detail and care. Fully comfortable with shifting between documentary realism and large scale cinematic scope, they utilize every frame to paint a portrait of life. You get a sense of place and vibrancy that many other directors are unable to accomplish. Taking the opportunity to take us to places that aren’t often shown in advertising or film, for example their Google Station commercial takes is to the Western Cape of South Africa, Gugulethu a township with a population of 98,468, the entire piece feels like a love letter to the people who call it home.
Raised by mixed-race parents, Kyla was surrounded by different cultures and perspectives that shaped their curiosity for the world. Growing up in a loving and accepting environment, this is reflected in their filmography, showing great empathy and understanding of each other and the world we share.
To see more of Kyla’s outstanding body of work click here.
To quote Alfred Hitchcock “To make a great film, you need three things – the script, the script, and the script”. The script is the blueprint, the screenwriter is the architect in which worlds are built and shaped. Studying scriptwriting at Goldsmith, University of London writer-director Mono Ghose understands the importance of the script and has applied his skills as a writer into his skills behind the camera producing thought provoking stories.
We recently caught up with Mono to discuss his background in scriptwriting and how that transferred into his work as a director in commercials and a narrative designer in gaming.
How did your desire for storytelling start?
It started with my upbringing where story, films, sports and games were a central part of my life. I’ve always loved the way a good story can make people laugh, listen, and lean in. It’s a kind of magic that’s somehow both ancient and modern.
What was the most valuable skill you gained from studying scriptwriting at Goldsmith?
Learning to kill my darlings. At Goldsmiths, I learned that writing isn’t precious; it’s a process of brutal, loving revision. Also, coffee. I definitely mastered the art of surviving on cheap coffee.
Do you follow a strict structure as a writer or does it depend on the project?
It depends. Sometimes you need a solid structure to keep the chaos at bay, like putting up invisible walls for your ideas. Other times, you have to let the project breathe — wander off the path. In short: structure is important, but flexibility keeps the work human.
Do you think your skills as a writer gives you an advantage as a director?
Absolutely. When you understand the bones of the story, you can direct with real intention — not just pointing a camera at things and hoping for the best. You can focus on the truth and follow the emotional core of the scene, whether that’s the actor, setting or object.
What type of stories are you personally drawn to?
I’m a sucker for stories about imperfect people trying (and often failing) to do the right thing. Anything that mixes heart, humour, and a little bit of chaos feels true to life for me. I guess I’m drawn to the beautiful chaos of being human — the flaws, the funny bits, the occasional existential meltdown.
What’s the major difference between creating a narrative for commercial work versus designing narrative for video games and are there any other mediums you would love to craft stories in?
Commercial work, you have seconds to make someone care, connect, and remember you. Video games are more like being a tour guide in a city you secretly built — players want freedom, but you still need to lead them to find the good stuff. As for other mediums, I’ve produced a podcast series recently on sports and books but I’d love to do a film or narrative driven podcast series — there’s something magical about a voice in your ear painting entire worlds you can’t see.
It kinda feels greedy to be a master at both live-action and animation but Lucas Borras’s creative appetite knows no bounds. His award-winning work is a banquet of creativity but that’s enough with the food analogies, we wanted to catch up with Lucas to see why mixing it up works so well in the world of commercials. Furthermore, we wanted to learn more about Lucas’s process and the pros and cons of working in a mixed-media format.
What inspired you to get into visual storytelling in the first place?
My journey into visual storytelling began with a love for filmmaking, sparked by my friends who were filmmakers themselves. Growing up in the ’90s, I was captivated by MTV, particularly the innovative music videos of Michel Gondry and Spike Jonze. Japanese animation and cartoons also played a huge role in shaping my early visual language.
The Chemical Brothers ‘Let Forever Be’ directed by Michel Gondry available here
As I grew older, my fascination with iconic films like ‘2001: A Space Odyssey’ solidified my passion. It’s a blend of influences that continues to inspire my work today.
Were you always experimenting with different forms of media to craft stories?
It’s been an evolution. I started with a fascination for art and physical crafts, influenced early on by my father, an artist. My weekends as a kid were filled with museum visits, where I developed a deep appreciation for form and color. As I delved into filmmaking, design, photography, and typography, I began experimenting—giving typography a volumetric feel through sculpture, merging analog with digital, and exploring the emotional resonance of stop motion and live-action.
I’ve always been drawn to the spaces where different mediums intersect. For me, storytelling has never been about using just one tool—it’s about expanding the toolkit and pushing boundaries. There’s a kind of magic you can only find when you step outside the screen… and then return to it with new materials to merge and transform.
What excites you the most about working within mixed media and what’s the most daunting aspect?
What excites me most about working within mixed media is the sense of creative freedom—it’s like speaking multiple visual languages at once. Each medium brings its own texture, emotion, and possibilities, and when you blend them thoughtfully, you can tell stories that are deeply layered and unexpected. Each medium also connects with the audience emotionally on a different level, and I love that about mixed media—you can harness the very best of each form to create something truly unique.
Whether it’s placing 2D illustration within a CGI environment or merging stop-motion with live action, there’s a magic that emerges—something that gives a story a dreamlike touch that would be impossible to achieve otherwise. I’m drawn to the challenge of finding the right balance, where every element enhances the narrative and creates a singular emotional experience.
The most daunting part is also what makes it so exciting: navigating the complexity. Mixed media projects often involve many moving pieces—multiple teams, tools, workflows, and creative languages—and aligning them under one cohesive vision requires both precision and flexibility. But that tension is where the breakthroughs happen. It’s where you stretch, evolve, and ultimately elevate the work.
But for me, that tension is part of the joy—it pushes the work to a higher place.
Maybe you could let us peer behind the creative curtain and share one example of an obstacle you faced with a brief and how you overcame it.
One of the most memorable challenges I faced was during the Shopify “Marketplace Replatformers” campaign. The brief was ambitious: create a suite of localized video ads across six global markets, speaking directly to experienced marketplace sellers and inspiring them to expand their business with Shopify.
We initially planned a film that would be 80% live action and 20% animation. But as we progressed, that balance flipped completely—eventually becoming 80% animation and 20% live action. That pivot could have derailed us, but instead, it became a lesson in adaptability. I leaned into listening—really listening—to the evolving needs of the client and responded with quick, effective solutions grounded in ideas that still hit the original brief.
The biggest creative hurdle? We had no established brand guidelines—just three static screenshots. For a campaign of this scale and visibility, that level of ambiguity could have easily slowed us down. But I saw it as an opportunity.
I proactively built a visual system from the ground up, initiating collaborative meetings across Shopify teams to extract design preferences, tone, and brand language. I led explorations in gradients, UI, typography, and motion—developing prototypes that acted as tools for alignment as much as they were design tests. We shaped the brand together, in motion.
I also kept the team energized by turning uncertainty into possibility. I encouraged exploration, while always anchoring us in our north star: empowering sellers to feel ownership over their brand and growth.
The result? Over 120 localised video assets delivered! But more than that, we created a brand visual language where none existed—and delivered a clear, powerful message: with Shopify, you can sell anywhere.
That experience reminded me that the best creative breakthroughs often come from constraint—and that the key to leading through ambiguity is empathy, curiosity, and decisiveness.
