REEL WOMEN: Ivana Bobic, Director for AKKURAT

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IVANA

Editor’s Note: They are leaders. They are inspirational. They are mentors. They are visionaries. They are, quite frankly, badasses. They are our 2020 REEL WOMEN. During Women’s History Month, you will be able to meet these incredible personalities in Advertising, Entertainment, Media and Production. Get ready, they are making “Herstory.”

AKKURAT Studios talent Ivana Bobic is a London-based director and writer. She has created an array of film projects from music videos and branded content to narrative shorts as well as commercials. With a background in graphic design, her films blend striking imagery with perspective, fashion aesthetic and intriguing narratives.

Her groundbreaking ad for Coppafeel was the first to campaign to show a female nipple on daytime TV! That is enough to make her a Reel Woman to us. But, of course, there is more.

Ivana has recently collaborated with Sigrid, the first of which was voted by Pitchfork as 2nd best video for January 2018. Ivana has developed a strong visual style working with fashion brands like Stella McCartney, Mulberry, Au Point Rouge, Adidas, and Whistles.

Let’s meet Ivana.

What Did You Originally Want to be When You Grow Up?  My first job was running on a short film. The crew were stretched, so I got promoted to art department and catering. I was really bad at catering. But I wasn’t too bad at art department and met amazing people. I could see all these specialists working together to make something. This experience had a big impact on me and I fell in love with filmmaking. After a lot of grafting on set I became interested in directing.

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How Did You Get into Filmmaking? My first job was running on a short film. The crew were stretched, so I got promoted to art department and catering. I was really bad at catering. But I wasn’t too bad at art department and met amazing people. I could see all these specialists working together to make something. This experience had a big impact on me and I fell in love with filmmaking. After a lot of grafting on set I became interested in directing.

Who Were Your Mentors? I’ve always been extremely inquisitive. When I was starting out I pestered the crew with endless questions. So I’m grateful to all those people who took time to explain things. I try to do the same now.

Name Your Biggest Achievement Giving birth. 

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Biggest Disappointment  Losing my baby. 

Name Your Biggest Pet Peeves I hate how much work has to be done remotely these days. Or…cutting corners. It never works out! 

Predictions for Advertising and Production over the Next Decade I’d like to see brands taking more responsibility. There needs to be a push towards more meaningful advertising. It can’t be just about creating need anymore, those platforms can be used for good. 

Name a Job You Had that Would Surprise People Graphic designer, waitress, special effects (!)

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What Advice Would You Offer Women Considering Pursuing a Career as a Director.  Be confident with your ideas. If you believe in them, that will show and everyone will get behind you. And when you’re not confident, ask for advice. The industry is full of talented people who can help solve problems. 

Do You Talk to Yourself? In my head, yes! 

What do You Wish You had More Time for? Write. I’ve long had wild ambitions to write a feature script, and slowly but surely I’m doing it. 

What Inspires You to be Creative? Everything! I can find inspiration everywhere. I think it’s about having love for the world. 

Follow Ivana:

Instagram: @ibobic

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