This bicoastal women-owned business is reinventing what it means to be the underdog.
Beth George and Shannon Lords-Houghton are no longer asking for permission. After spending decades working in the male dominated world of automotive advertising, the pair have commandeered a vehicle of their own and finally find themselves in the driver's seat.
After 15 years as EP at Boxer Films, Beth decided to go her own way. In 2016 she founded the company that would later become Mutt Film. It wasn’t long before she joined forces with production savvy Shannon and the enterprise was granted their Women-Owned Small Business (WOSB) and Women’s Business Enterprise National Council (WBENC) certifications.
Hailing from what they call a 'deep car background' Beth and Shannon boast wide-ranging skill sets that span producing, directing and editorial disciplines. At Mutt, both take on executive producer titles and operations are built around their unique skill sets, with Beth overseeing treatments and Shannon reviewing budgets. Taking the reins was exactly what these two creatives were yearning for, having felt outnumbered by men at numerous times in their careers. Mutt provided an opportunity to lead the way for creatives who are a combination of different pedigrees as opposed to one singular breed.
Operating between LA and New York, with partnerships in the UK and Europe, the company has metamorphosed into a bold brand to be reckoned with. Since its founding, Mutt’s roster of filmmakers have flexed their creative muscles by working with agencies such as GDS&M and Publicis Sapient, as well as some of the world's biggest brands including Vans, Converse, Amazon, Jeep, Audi, Chrysler, Dodge, Samsung, FCB/Chicago, Team One, and Doner. Beth and Shannon recognise automotive work earned them their stripes and are hungry to become even more established within the space, paving a path for other creatives to find their voice within the advertising niche.
Mutt Film Signs Director Chris Applebaum For Spots, Branded Content, Music Videos
Feb 13, 2024
Director Chris Applebaum has signed with bicoastal Mutt Film for U.S. representation spanning commercials. music videos and branded content. Applebaum started directing music videos at 19 and went on to become a multiple MTV award winner and six-time Grammy Award nominee. He has directed iconic videos including Rihanna’s “Umbrella,” Britney Spears’ “Overprotected,” and Miley Cyrus’ “Party in the USA.” Applebaum’s “Closing Time” for Semisonic was the first music video inducted into the Rock & Roll Hall of Fame.
Applebaum also has to his credit multiple Super Bowl spots. His campaign with 72&Sunny for Carl’s Jr took the brand from middle of the pack to a high-profile leader in the food/restaurant category.. The commercials he directed were edgy, sexy and very funny. It was daring work at the time, helping the brand define itself and take its place in the popular zeitgeist.
Fashion and beauty are genres that became natural fits for Applebaum’s ability to make women look stunning. His grasp of and appreciation for lighting are at the core of his success. Campaigns for John Frieda, Wella and Head&Shoulders are just a few he put his signature stamp on. He has a natural gift for handling celebrities, knowing how to make them comfortable. Applebaum has also exhibited an affinity for shooting products and food. He has filmed hundreds of spots, including Muller with Nicole Sherzinger, Rooms to Go with Sophia Vergara, Sketchers with Kim Kardashian, Taco Bell, Pizza Hut and McDonald’s. Prior to joining Mutt Film, Applebaum had been repped by Durable Goods.
Beth George, executive producer at Mutt Film, said, “We are excited at Mutt to welcome Chris not only because of the rich history and massive talent, but also because of how he has brought his well-honed skills to new work for social media. I’ve never seen someone with this much energy and delight in what he is doing. He is taking fashion & beauty to a very modern place. It’s raw natural lighting, handheld cameras and in your face performances. We love it and can’t wait to see what new work we can create together.”
Applebaum is joined at Mutt by his long-time EP Mike Brady who said, “I’ve had the pleasure of working with Chris across many different areas of advertising and content. He is truly a talent, and brings enthusiasm and experience to everything he directs. His standout work for Yum brands was an eye opener, and he made the work unique and cool!”
Applebaum said, “People remember when I was 19 and signed with Propaganda/Satellite and making all the cool music videos. But what they don’t know about me is that I haven’t aged (internally). I embrace new technology, shoot a lot of stuff on the iPhone, shoot with smaller crews, and have thrown myself headlong into technology and film production 2024. It was important for me to align with a company that saw me as a Swiss Army Knife and to support how I embrace social media, the new era that we’re in, and where we’re looking forward and not back. This union brings the expertise and experience of decades of filmmaking, which means we can make fast, great, easy decisions about production, and marries it with the bright, exciting, childlike wonder of looking.”
The idea of naming a shiny new production company after a dog - of the mongrel variety no less - is not the obvious choice but that was the main appeal. “When the name came to me I laughed so hard at the analogy: we work hard, we’re loyal and we’re really grateful!”
Upon closer inspection, the name feels fitting, serving as the perfect metaphor for the company’s objectives. Beth believes Mutt’s production solutions are a way to “value add” through a winning combination of super high production value, a vast understanding of the industry and an unwavering work ethic. Described as a ‘collective of directors, producers, and designers who fiercely pride themselves on their individual perspectives’, Mutt Film is happy for comparisons between their creative approach and self-appointed spirit animal to be drawn. “Our namesake has transformed as we’ve grown,” Beth continues, “In the early days, going up against the behemoths in the industry, we were the underdog, so we had to be like a dog with a bone.” This tenacious attitude worked in Mutt Film’s favour. Five years down the line, they have won multiple major bids and curated an impressive roster of filmmakers, including Justin Wu, Gerard de Thame, Marc Corominas and We Are The Rhoads.
The meaning behind the name continues to evolve, representing the diverse make-up of all involved: “I love mutts as they are so many different things and are a lot stronger because of it,” Beth explains. “As a company we are always looking for creative people who embody diversity, whether it’s in their backgrounds, their life choices, or the work they embrace.”
This philosophy has manifested in the catalogue of directors on their roster, all of whom have been making waves in their respective fields, granting Mutt the freedom to bid on an array of projects. From their much-loved car commercials to daring documentary projects, there are very few briefs Beth and Shannon feel can’t be delivered by the talented directors on Mutt Film’s books. “Above all we want to collaborate with directors who have their own unique aesthetic and are driven to see that come to life in their work,” Beth says.
Eager to explore long-form film and television projects, Mutt ventured into the documentary space following a discussion with director Jonathan Hyde. “He pitched the idea of documenting the lives of a group of transgender models,” Shannon recalls, “Once Jonathan met Jane and her mom, we knew it was her story we wanted to tell.” Shooting for the four-part Amazon Prime docuseries ‘Always Jane’ started in late 2019. Unfortunately, production faced its fair share of obstacles before business was shut down completely, as covid reared its ugly head.
Luckily, thanks to a great deal of practical on-the-ground experience, Shannon is equipped with the appropriate skills needed to problem solve in times of adversity. “I came up through the ranks in production. I think that helps me relate to our directors and be the support system for them and our production teams once we’re deep in it,” she explains. “The relationship between the director and production company is like a marriage. We have to trust each other, believe in each other and be ready to help each other grow.” In spite of the mounting obstacles, Always Jane was delivered and has received rave reviews since its release in November 2021. “Getting our first series over the finish line, despite covid, is one of Mutt Film’s biggest achievements to date,” Shannon says. The success of Always Jane has led to the development of three more long-form projects, with Mutt also looking to develop feature length scripts and narrative television series.
Alongside these exciting new endeavours, Mutt plans to stay true to their commercial roots, and continue to bid against the big car companies. One particularly successful collaboration was a fast-paced Jeep spot directed by Gerard de Thame. Shot on location in Portugal, the work encapsulates what Beth and Shannon love about car commercials. “Cars are big moving mirrors and that is both the challenge and the excitement!”
“We have extensive experience in automotive which, as women, is unusual,” Beth explains, “I spent 15 years of my career working on high end car stuff and so did Shannon, so we know the best people for the job. We definitely want to get deeper into the car world.”
It is important for their work to steer clear of conforming to stereotypical car-commercial tropes, with both partners keenly observing the rapid rate at which the world is changing. One key area of change Mutt Film plans to pioneer is establishing an equilibrium between the ratio of men to women working on car projects. “What we really want is to find a woman car director, that is something I am putting out into the universe every single day, because it is a boys club, frankly,” admits Beth. “We are really looking for more female directors, not because we don’t love our male directors because we totally do, but because we find it really invigorating to help women.”
Keen to kickstart the careers of other like-minded mutts, Beth and Shannon are energised by the prospect of embracing new challenges and collaborating with new talent, on their own terms. “We’re very excited by what it means to be a woman-owned company. We’ve always been required to ask for permission, but not anymore. It is so liberating!”
Link to original article: https://www.lbbonline.com/news/a-different-breed-how-mutt-film-adds-value-to-production?utm_content=206942038&utm_medium=social&utm_source=linkedin&hss_channel=lcp-2814210