New York production company, Identity, has added director, Daniel Sheppard, to its roster.
Sheppard began his career as an agency creative before branching out into production nearly 15 years ago. Since then, he has developed a unique directing style, and a portfolio of eye-catching, often humorous spots for the brands such as Hershey’s, LG, Sprint, Little Caesars and VH1.
Sheppard stated, “I like to push the style of the worlds I’m shooting in. Even when our location calls for a simple living room, I think there are creative and subtle ways to push the look of the film so it still feels familiar, but stylised in a way that gives us a customised look. As for the humour, I often try to find the weirdness in the script and figure out how to turn that into an unexpected twist.”
Outside commercials, Sheppard has also made waves in the industry through his more subversive personal projects, in particular the Dannes Lions. A one-time, “semi-real” event he proudly launched in 2015 that highlighted his affinity for quirky comedy in advertising, the Dannes Lions gave Sheppard the opportunity to offer his own unique twist on the industry’s biggest event, the Cannes Lions. “I made over a hundred real trophies and hosted a call for the funniest ads in the world and gave out trophies to the ones I liked.”
While comedy has been a driving force for Sheppard throughout his career, the director has also found other sources of inspiration for his work. “Sometimes I’m inspired by other commercials and movies, sometimes a music track, sometimes it’s literally just a TikTok or IG reel,” he noted. “But one thing I am always inspired by is a deadline. Something about the sound of a clock ticking that gets the ideas flowing. I think I do my best work when it has a due date.”
He added, “After many years as a freelance director in the US, I wanted to be a part of a family again,” he says. “Identity has a tight roster of talented directors and it feels like I’m bringing a flavour that complements the others. It also really seems like they get my sense of humour and appreciate my style of work.”
It’s in fact Sheppard’s distinctive style, vision, and output that make him a perfect fit for Identity according to the company’s executive producer, Molly Mitchell. “Encountering an individual like Daniel is a rarity unto itself. His touch transforms each script, infusing it with a uniquely intricate perspective that becomes an integral part of his creative tapestry. A true maestro, Daniel embodies not just profound expertise, but also a pioneering zeal that resonates harmoniously with our company’s core values. His brilliance is nothing short of captivating, and we’re absolutely elated to announce his addition to our esteemed roster.”
Sheppard joins Identity’s other new directors, Laura Martinova and Ronald Koetzier.
