Curated wants to put a new pool of UK directorial talent in front of agencies

Kemi Anna Adeeko, Sannchia Gaston and AyChibs are among a brilliant roster of directors forming a brand new incubator.

24 May 2023

Greatcoat Films latest project is based on a simple idea: there are a whole host of early-career directors delivering great work, but who aren’t being picked up by agencies. That’s why its new creative incubator Curated will showcase some of the best young directorial talent the UK has to offer, to give agencies and brands a chance to work with them first. The project launches with an identity and web design by designer Katie Ling, and a selection of animated reels for each director from Kims Mihailovs.

Though Curated is a young incubator, the names and projects linked to the organisation already show its promise. So far, this includes Kemi Anna Adeeko, director of the brilliant As Above and one of It’s Nice That’s 2020 Graduates; Sannchia Gaston, a London filmmaker behind work for Puma and Bumble; AyChibs, who recently delivered a music video with Jelani Blackman and Kojey Radical, and Aleah Scott, whose documentary-style approach can be seen across compelling projects like Safe. Lux London, Azeez Bello, Aliyah Hasinah and Jimi Alli are also among the roster of creatives whose experience spans films for Channel 4 Random Acts and shorts screened at ​​Cannes Film Festival.

Kims Mihailovs: AyChibs for Curated (Copyright © Curated, 2023)

As well as showcasing work, Curated works directly with talent on projects. The aim is to give directors “access to the support of a production company and a strong and experienced team to guide them on their path of learning and experience”, says Micheal Newton, head of music video (Curated’s specialisations are wide-ranging, spanning music video, campaign films, branded content and more). Greatcoat Films founder Simon Oxley adds: “We aim to turn raw talent into award-winning directors working with some of the biggest names in the industry.”

Some brilliant films have already come out of Curated. Among them is Here. We Can Be, “a perfect example of Curated in action”, says Simon. The project saw Sannchia Gaston work with ad agency The Elephant Room on a fun, inventive campaign film for Puma.

Kims Mihailovs: Sannchia Gaston for Curated (Copyright © Curated, 2023)

GallerySannchia Gaston: Puma, Here. We Can Be (Copyright © Sannchia Gaston / Puma, 2023)

GalleryAyChibs: Jelani Blackman ft. Kojey Radical, Izit (Copyright © AyChibs, 2023)

GalleryAleah Scott: On Play, Football Beyond Border (Copyright © On Play / Aleah Scott)

Hero Header

Katie Ling: Curated, photography by Sannchia Gaston for Puma (Copyright © Curated, 2023)

Share Article

About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. In January 2023, they became associate editor, predominantly working on partnership projects and contributing long-form pieces to It’s Nice That. Contact them about potential partnerships or story leads.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.