We got to chat with the talented Felicity Jayn Heath, video director at The Preative.
What do you look for when looking for a project?
When I'm sent a project to direct, it has to have specific qualities. I know my style as a director and if an artist isn't down to get weird, then we wouldnt be a good fit. As a producer, however, I look for similar things BUT space to give my directors fantastic creative spectrum. It also has to be on brand for The Preative.
What is the best thing about your role?
Music videos! I love music videos and it's an absolute honour to be a part of them. We have fun, get to make weird stuff, connect with other creators, work on a team and create culture.
What do you think the biggest surprise about the process would be to an outsider?
That sometimes I won't be on set for weeks, prep and post take up a huge chunk of a job. I'm only on set for 1/2 days per job BUT those days themselves are usually 12-23 hours! What is the toughest thing about getting a project done? Budget constraints. It's always the budget. No matter how much money there is, for some reason you could always use more.
How did you get started?
I worked my way up from the very bottom! I was an extra on some huge videos - Rihanna, Britney Spears and more. I was a fly on the wall, watching the process. Eventually I PA'd, and worked my way up into art dept and wardrobe. It took around 7 years for me to finally be directing and producing major label videos, and 8 years to not have to have a waitressing job / rideshare driving job on the side.
What advice can you give to people wanting to get into the business?
Just get on set. Watch and learn that way, listen to terminology. Meet people. Read, read, read, but mostly - get on set. Other people's sets. Before my own sets, I'd worked on Colin Tilley, Hannah Lux Davis and many more huge directors sets and it helped make me the director and producer I am today. Also, it won't happen overnight. Unless you have contacts already, it takes a decade to work your way up.
What do you feel is missing in entertainment today?
I wish there was more campy, tongue in cheek videos.... especially in hip hop. During my teen years (2000s), videos were funny, they didn't take themselves too seriously. Now they do, I'd love to get back to that.
How have things changed since you got into the business?
There's definitely a bigger emphasis on women and POC now than there was before.
How important is social media for promoting your projects?
Social media is so important. I can't stress enough how much we should all be showcasing our work on social media. So many clients will find you that way.
What is the best thing that ever happened to you while shooting?
On the very first video I ever directed, we had a sunset band performance scene and the sunset was MAGICAL. It was really just luck (maybe some divine intervention).
What do you love about directing?
I love creating. That's all it really is about for me. I love bringing weird worlds together. Money is nice, but it's really just about how my soul has an eternal desire to create and music videos allow me to make fantastic art.
What areas would you like to explore in the future?
As a producer, commercials. As a director, long form horror content. So we'll see!
Check out some of her work