Andrea Theodore is Executive Producer of NYC-based film and branded content studio Bindery, where she manages a portfolio of work across Bindery’s current roster of clients, including agencies and brands alike, with an eye toward developing new relationships with client partners and talent.
With over 20 years of experience on all sides of the advertising production equation, Andrea has a vested interest in the present and future of brand filmmaking.
She’s served as a juror for many award shows, including AICE, AICP and New York Festivals. Her work on the documentary, “Out North,” for client Fiverr was honored at last year’s Brand Film Awards and was selected as one of Vimeo’s Branded Staff Picks of 2021. Prior to Bindery, Andrea held EP roles at Washington Square Films and Humble New York.
How did you get into advertising?
I began my career on an account team at an ad agency. The dot com bubble burst and I found myself working for free on the set of an indie film. I fell hard for production during that week. Luckily, the makers of that film were a talented director, producer and production team working on advertising content (we called them commercials back then.) They hired me as an office PA and I learned the craft of film production from the ground up.
Who were your mentors?
Despite theoretical competition for jobs, production people help each other. I’ve had too many mentors to count.
While there will be others, what do you consider your biggest achievement to date?
For sure, my greatest achievement is the life I help build for and with my family. I love production and making but at the end of the day, I think perspective about what we do is a good thing to have.
What drives you to create?
Life without making seems impossible.
What shows are doing the best job of portraying strong women on TV?
It’s not popular to admit this but I don’t watch TV when I don’t have to. I just love to read and there’s limited hours in the day.
What is the biggest challenge to women in your industry?
It’s still the pay gap. It’s still the tendency to have more confidence in a mediocre idea coming from a man than a great idea coming from a woman. It’s still the whole “tough men are strong, tough women are difficult” idea. In short, all the challenges that have been there remain even as opportunities seem to expand for women.
When you’re not creating, what do you do in your off time
Operate as my 7-year-old’s personal assistant.
Predict your future! Where are you in 5 years?
I hope to be continuing to make great work, building and working with talented people and guiding my producers to do the same.