How Do Directors Reps Contribute To Globalization: Interview With GoEast.tv

Director's Agency GoEast.tv was founded in 2000. It's mission seemed very simple at the time – to connect American directors with commercial work in Eastern Europe.

"I was standing in Moscow's subway station", remembers the founder Katya Pemberton, a former agency producer at BBDO and Y&R, "holding in my hand a single VHS tape of NY director Pavel Salek. The Russian market was expanding rapidly, it was the right moment to start something no one else had thought of before".

Now, 15 years later, this start up idea grew into one of the leading companies in the field, firmly establishing itself globally, with a multi-genre roster of directors from Americas, Europe and Australia, booking jobs in many exotic places, all the way from Mumbai and Warsaw to Dubai and Taipei. "And Pavel Salek is still our lucky charm," smiles Katya P.

GoEast's main force – Katya P, Marta Harasymowicz & Katya Yushanova, came to NYC from three Eastern European countries. "Over the years we developed into a large company, but still focus on maintaining our boutique approach," explains Marta H. "We are very personal with our clients: each country comes not only with specific brands and budgets, but also with unique cultural traditions and work ethics. We like to travel and meet people in person: only this year we went to Middle East and Asia.

The EP of China's A New Life Films, Kelvin Mok, adds: "We have been using GoEast as a supplier of director rep for the past eight years," he explains. "They are fast and thoughtful with their director selection especially when you are under a deadline. They make sure the director matches what you are looking for and ensures the director temperament matches the market. They are straightforward, professional and direct with their information so there is no misunderstanding. We have been happy with our association with GoEast."

"When it comes to genres, each country seems to have a bit of its own palette," Marta H. explains " In China for instance, we've been very successful with automotive and family directors. Steve Mottershead, recently shot for BMW and Patao. Rachel Harms was chosen for a few campaigns for Nestle and Eric Steinman repeatedly shot for Dulux & Fenbid."

"In the Middle East and India Andrew Becker has been very successful with us," she continues, "having shot multiple campaigns for Chevy & Qatar National Bank. Anders Forsman, who excels in his own unique visual style, mixing CG and live action shot for Almarai in Lebanon, Telekom in Hungary and Sunsilk in Turkey."

"Dael Oates also deserves a mention. An Australian, currently based in NYC, with strong VFX background, shot for Algida in Poland, Johnson & Johnson in Lebanon and a few MTS campaigns in Russia."

"We like to keep things fun," continues Marta, "surprising our directors with an unexpected visit on a set."

"It's rare to find people that you're completely comfortable having represent you in the world," LA director Rachel Harms beams. "My reps at GoEast are honorable, positive, hardworking and full of passion for what they do. I feel they understand me and support my work totally, and there's a huge amount of trust we've built together. I think our successful partnership is a product of our combined love of making new work and new friends across the globe".

"I cut my teeth with GoEast," says NY director Trevor McMahan. "They have had my back since the beginning and I've always felt we've shared a common drive – to go further and do more, or die trying. With those ladies tromping the globe and seeking out boards from the far reaches, I've had access to sizable projects and killer creative agencies in markets I'd never considered before.

"Trevor," Marta H. continues, "has been with us for almost 10 years and was adopted by the Polish market in 2014, having shot multiple campaigns for McDonalds, TMobile and Visa, all in a year! The list of our top-notch work goes on, with Andres Schroder, who has directed an epic campaign for Abu Dhabi TV Sport Idents. Angela & Ithyle, a stop motion duo who shot for Almarai in Lebanon and Oppo in China."

"We are very proud of our Table Top department: Alex Fernabach who's been with us for many years, and a young and enthusiastic Anneke Schoneveveld."

"Collectively we brainstorm each morning on who would be the right fit for every script we receive from production companies and ad agencies from over fifteen countries" shares Katya Y. "We adjust our searches to the budgets and timings. We keep a huge database of all the brands and bids.

When it comes to creative, we know exactly what is needed: sometimes we insist on our choices, and it helps to win the job. Often we have a director from NYC, working on a treatment with a writer in LA, visual artist in Kiev or Hawaii, for a client in China. We try to use being in a different time zones to our advantage. I also would like to mention, that we do provide our own visual researchers for the projects."

"The ladies from GoEast have a sixth sense when it comes to what is needed in a brief," enthuses City Films' EP Joyce Hadife, Beirut. "They cut through the clutter and provide top quality creative choices that pinpoint the essence of what the commercial is about and requires. They have a large library of reels and choices and always manage to share fresh and suitable ones. The level of energy, enthusiasm and most of all flexibility to adapt to difficult markets like ours, is always there too."

"Since the production companies save on loan outs, they love working with us," says Katya P. "We never stop searching for the fresh talent, being quite selective in who makes the new addition to our roster and who remains a part of it. We strive to find not only unexposed, the most vibrant and contemporary directors, but those who are reliable and flexible to work with."

New exciting additions to the company include Dave Meyers of Radical Media and Michael Bernard of Believe Media. We also try to keep an eye on the exciting up-and-coming innovators by attending events, competitions and festivals. Our latest discoveries are Jamie Muir, Genevieve Schuirle, Cynical Smile, Dan DiFelice. This work not only brings us joy in finding new talents, but allows us to provide dynamic solutions for the limited budgets."

"After so many years in this business we have seen a lot and have plenty of fun stories to share," laugh the girls. "As a result, we work only with the best, reliable and most reputable production companies."

"GoEast keeps my frequent flyer miles healthy for sure," chips in Anneke Schoneveld. "I've learned so much from the opportunities they've given me to work in Eastern Europe. GoEast has consistently partnered me with great production companies and teams. Plus they are the best Cannes wing-women you could ask for!"

"My experience with GoEast has been very good," agrees Russell Bates. "They've connected me with agencies and creatives who are often familiar with my work but not necessarily with me, and I've had the opportunity to do some very cool and interesting jobs. The people at GoEast are well-connected and have a strong international reputation for honesty and integrity."

"When I first was contacted by GoEast I was a bit sceptical," Anders Forsman explains. "Three Eastern European girls sitting on the East coast, representing a Swede for the European market. Felt like the scripts would take a detour. But now one year and five jobs together later it really feels like a perfect match. They are incredible hard working and super sweet. All the production companies I met through GoEast are also always very positive and impressed by them. And most importantly, the projects are always of a high quality.

Facing the future, things are looking exciting for GoEast. What's next, you may ask? "Conquering the rest of the world, one emerging market at a time. Oh what a ride the next few years should be!"