London-based director Lauren Midwinter has a nose for a compelling narrative and a love for building character. Lauren likes finding the unusual in the ordinary and has translated her concepts into branded/commercials, art, drama and documentary. She has created work for major household names and luxury brands, such as GAP, Red Bull, Marc Jacobs and NARS. With an eye for interesting visuals, Lauren’s aesthetic has been described as painterly and textural. It can range from light-touch naturalism to beautiful vivid drama. Rather than film school, Lauren trained in directing at Drama Centre London, Central St Martins. Here, she learnt hands-on how to direct a range of work; from theatre and opera to film and radio. As such Lauren has a sensitive, skilled approach to working with talent. Her films have been screened at worldwide festivals, shown in art galleries, within international flagship stores and with major online publications. Lauren has just finished writing her second TV pilot. Her work has been screened at worldwide festivals, shown in art galleries, within international flagship stores and with major online publications. After three years as an in-house director at media juggernaut Time Inc. where she worked on editorial video and commercial/branded content for brands like Marie Claire, InStyle and many of the company’s 60+ titles, Lauren is now freelance and specialises in the fashion, beauty and lifestyle arenas. Currently, Lauren is in post-production on a documentary about a coffin factory, as well as writing on an upcoming TV series.Locked Pro Plan feature
I have sound editorial judgement, a nose for a compelling narrative and an eye for interesting visuals. Depending on the client, I will drive a project from start to finish or drop in at key points: • As a Creative - I have strong ideation and development skills and have created work for a variety of demographics. I will come up with concepts, decks, taster-tapes and am happy pitching to clients/media commissioners. • As a Producer - With a highly organised approach, I will work in research and development, contributor/talent casting, location scouting, budgeting and scheduling. I'm a strong Edit Producer with skills in script writing and voiceover recording. I have worked on large budget productions, as well as lean briefs, so understand the areas of production to invest in to reap the best results. • As a Director - My strongest area of expertise, crafting a narrative and working with talent are my passion. I will work up ideation and development, treatment writing, storyboarding, scripting, auditioning, mood reels etc; or I can just be dropped onto set on shoot day to work with talent. I have directed a range of formats; scripted, documentary, conceptual, multi-camera (studio and location), live streaming, in-store screens, installation and events. I am comfortable working as a shooting PD (see below for tech details). • Post-production - For certain projects, I will edit content, sound mix, and grade. I often Edit Produce larger projects so my hands-on understanding of this process means I clearly communicate what I want. • Broad format knowledge: I have been a Producer/Director for scripted, observational, live, studio and location productions. • A scalable solid team: I have a network of freelancers to draw upon and can build a team for whatever size of production. I pride myself on having a strong collaborative working style. My sets are always calm and efficient, even in demanding situations. Achievements • Award-winning content - My work has been screened at international festivals and I was shortlisted for the British Fashion Council Fash/ON Film Award and Triumph’s ‘Women In The Making’ initiative. • Free The Bid - This year accepted onto Free The Bid, a directory to promote women in the advertising.
I was promoted to lead director on commercial video content across all of Time Inc. brand partnerships. Creating a range of content, anything from fashion and beauty to lifestyle and sports, and developing work for a variety of audience demographics. • Strong communication skills - With extensive client facing experience I worked on large multi-video commercial briefs that across multiple websites. With over 10 different departments to work with clear communication was paramount. • Experienced project manager - Working with both in-house departments and external agencies I had a highly organised approach to deadlines, confidently handling a variety of budgets and multiple schedules. I worked on large budget productions as well as lean briefs and so understand the areas of production to invest in to reap the best results. Achievements • Social first, mobile first executions - I created the company’s first vertical commercial video - a fashion film for clothing retailer NEXT, which out performed all previous fashion content the company had previously partnered with them on. • Multi-camera, multi-location directing - Part travel and discovery film, part cooking show I directed the company’s largest brand partnership video, a 6 part series touring the UK.
I was promoted to be part of the company’s Central Video Team which works on commercial content across all of Time Inc’s 50+ brands. As well as producing content I helped the on-brand video producers to establish good working practices and support their ideas through their brand’s content plans Achievements • Innovation & ideas - Within 4 months my video treatments were part of winning £500K’s worth of business, including 3 new major household name clients. • New format development - I produced the company's first interactive tutorial video in response to a brief to stand out in the flooded beauty market. This piece of test content was voted company-wide ‘Video Of The Month’.
As an on-brand video producer I worked with the editorial team to help them develop a look, feel and voice within video content that mirrored the magazine output. I implemented a production structure and helped build each brand’s unique video content plan. I shot, directed and edited all content. Achievements • Analytical knowledge of online audience behaviour and content consumption - Within the first 3 months I increased video audience engagement by 40%. • Strong understanding of digital marketing and video monetisation - I was keen to develop the brand’s sponsored video output. Working closely with the sales team I grew InStyle’s sponsored content from minimal to one of the top performing brands in the company for this kind of content in 2015