Sydni Chustz, an associate producer of social content at Saatchi & Saatchi L.A., has another important gig: She’s the founder of Bid Black, a database that showcases Black production talent, aimed at normalizing representation in the ad industry.
The platform currently features about 90 professionals in directing, editing and cinematography, including established directors like Ava Duvernay, Calmatic, Melina Matsoukas, Paul Hunter and Director X to up-and-comers like Matthew A. Cherry, director of the Oscar-winning animated short “Hair Love.”
The effort began as an intern project when Chustz had been at RPA (she eventually moved into a full-time role as broadcast production coordinator). “At the time, the brand I was working on had never, in 30-plus years of advertising, awarded a Black director to a job,” she says. “I found that deeply problematic and sought to provide an answer. Months prior I was entranced by the work of Melina Matsoukas in Beyonce’s visual album, ‘Lemonade,' and by Donald Glover in his surreal universe, ‘Atlanta.’ I couldn’t grasp why Black directors were not being awarded these million-dollar creative jobs.”
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This content was originally published by Ann-Christine Diaz. Original publishers retain all rights. It appears here for a limited time before automated archiving. By Ann-Christine Diaz