Westside Studio Welcomes Jennifer Roberts for Canadian Representation
For director and photographer Jennifer Roberts, the convergence of “meaning and purpose” serves as her primary inspiration. From photography to film, her body of work across both mediums is testament to her ambition to create work that captures the nuances and intricacies of human connection, a goal that’s set to continue as she joins the roster at Toronto-based production company, Westside Studio.
Jennifer’s background in photojournalism is evident in her approach to filmmaking and photography, which is rooted in authenticity as she seeks to find the most “natural and truthful” ways of documenting a narrative. Her reel features collaborations with the likes of The Wall Street Journal and agencies including McCann Canada, with whom she worked on the award-winning 24 hour long documentary PSA titled ‘24 Hours of Care’ for Petro-Canada CareMakers Foundation.
Marking the new year with fresh representation at Westside Studio, Jennifer is poised to continue making work that sheds new light and understanding on everyday experiences. To find out more about her ambitions and career so far, LBB’s Abi Lightfoot caught up with her.
LBB> When did you realise that you wanted to pursue a career behind the lens – is there a particular moment that stands out to you?
Jennifer> I’ve always been excited about visual storytelling. My background is in photojournalism, and when I was working for newspapers, I started experimenting with small multimedia pieces, adding audio and video to my work. This led me to filmmaking and I loved telling stories beyond the single frame.
LBB> You’ve worked with a number of well-known names and brands on both photography and directing projects, is there a particular style or genre that you’re most drawn to?
Jennifer> I’m drawn to projects that feel grounded, whether that’s through the subject matter or the overall aesthetic. I went to art school but my work life began in journalism. I have always appreciated the opportunity to tell real people's stories, and love to find creative and captivating ways of explaining their real situations. I’ve taken this same outlook to advertising, as these stories also must speak to their audience with authenticity. Even with scripted projects situations, I’m always trying to find the most natural and truthful way of exploring the story.
LBB> How did you translate the skills and techniques that you picked up as a photographer to a film set? Was it an easy transition to make?
Jennifer> As a director you have so much of the same responsibility as a photographer: Connecting with people, finding images that can captivate an audience and working with a team to achieve your goal.
An adjustment (but a nice one), was embracing the collaborative nature of filmmaking. The type of photography I do can sometimes be a little solitary, so it’s always fun to work on projects with a large crew. Film allows for so much creative collaboration, and I have really enjoyed being part of that creative team.
LBB> Your ambitious documentary, ‘24 Hours of Care’ for Petro-Canada CareMakers Foundation shining an honest light on what caregiving looks like, garnered international recognition. Tell me more about this film and how it’s impacted your career?
Jennifer> ‘24 Hours of Care’ was a very meaningful project for me. We worked with real caregivers across Canada, telling their stories about what unpaid, family caregiving looks like. We made a 24-hour long interactive documentary telling 10 family’s stories and using their self-filmed journals. We also compiled this into a 60 second broadcast commercial. We sent the families iPhone kits and I worked with them to film their own lives for the times when we couldn’t be there filming. The entire process became deeply personal.
In order to make a truthful film, I wanted to make sure everyone we were filming felt comfortable and open to the experience so I spent lots of time in prep talking with each family. By the time we got to their homes to film them, we all felt very familiar to each other and that comfort helped create the tone of the film.
The work ended up winning a YDA for Charity Commercial at Cannes, a bronze at the Shots Awards of the Americas, as well as a Gold and Silver Clio Health Award which was extremely rewarding. This was such a special project for me, one that I am very grateful to have been part of.
LBB> How would you describe your directing style and approach? Are there any examples of your work that best showcase it?
Jennifer> I think the project itself often shapes the approach and I like to let the story help influence the best way of bringing life to the film. I always plan on giving myself lots of prep time, as I feel that gives you more freedom to be spontaneous while shooting.
On the CareMakers project, after learning about a mom, Raucca's, daily routine of checking her young son Logan's blood pressure, we structured our shoot around these intimate moments which I hoped would show their connection. While most of the daily checks were routine, they weren’t really emotionally expressing anything. But the day's final reading captured something special – Logan, usually energetic (keeping his mom and our camera team on their toes), softened in his mother's embrace and snuggled his head into her and they quietly counted out loud together. This unplanned moment became a key scene to conclude the 60-second film. I like to be prepared but flexible and open to unexpected moments.
LBB> You’ve now signed to Westside for representation in Canada, what made you want to join the roster?
Jennifer> As a director and photographer, I have watched as motion and photography have become more and more intertwined into the same production. Westside is perfectly positioned to merge the production needs on both these disciplines, all while bringing a lot of fresh energy to each project.
I think EPs Amanda and Ellie have an incredible approach to production. I felt an immediate connection to their passion and commitment. I feel strongly that we have a similar vision for the kind of work I’m really excited about.
LBB> Finally, what are you hoping to achieve as part of Westside?
Jennifer> I’m always looking for projects with meaning and purpose. I love to find emotionally captivating stories that capture human connection. In photography, I’ve spent my career focusing on this. With commercials, this can sometimes be more challenging, however the team at Westside firmly understand my goals, and know how to create the necessary production support needed for this kind of work. What I'm really looking for is the chance to keep pushing myself, to take on work that challenges me and this team at Westside are great likeminded partners.
