Bo Barrett
Q What do you do?
“I’m a director and sometimes creative director focusing primarily on traditional advertising.”
That commercial that just made you laugh out loud and then brought tears to your eyes. That's me. I made you cry. Sorry. And you're welcome.
Q What steps did you take to get to where you are now?
I come from acting like any good film lover. I was in hundreds of commercials for those same brands that made you cry. Slinging cell phones, and chocolate bars, and whatever else I could get my hands on. Slowly, I started to take meticulous notice of how it all worked. I secretly shadowed the best directors in business for years before finally starting to direct spots for any client that would let me. Along the way I've been approached to create and write a lot of campaigns for clients. See, I told you. It was me, I made you cry.
Q How do you stand out in your field?
Damn, that's a good question. I think it all starts with performance. I can make my mailman give an Oscar worthy performance. (I actually cast my mailman in a spot, and he was incredible. Shout-out George the mailman.) My work is bold yet sensitive. Make you laugh and then make you cry. Hopefully leave you with a changed perspective. I think that's what truly makes me stand out. I'm not trying to show off with fancy camera tricks or make you laugh with a one liner you'll surely forget in 10 seconds. I'm trying to move you, emotionally. And that starts with grounded, incredible performances. Even the ones that are out of control ridiculous are grounded in reality. See my recent Uncommon Goods spot.
Q What are you working on right now?
I'm developing campaigns with a couple brands and working as a freelance commercial director, but always looking for the next adventure.
Q What’s your style?
I think this spot most well represents my style/taste/perspective: vimeo.com I wrote it from a really real place, exploring modern masculinity. Definitely a through-line in my work. And directed it with the sensitivity it needed to truly get the message across. Bold yet sensitive. Emotionally moving, with a tiny splash of comedy. Easily digestible but with storytelling and a message that sticks with you and hopefully changes the way you think.
Q Out of all your slashies, which one do you wish you could do more often?
Just purely directing more would be nice. I love problem-solving creative ways to advertise, but really my heart is in how to best tell the story and how to best get performances out of talent. Also, let's be real. I want to direct a feature : )
Q What is frustrating you right now?
I'm really not a great salesman. Scratch that. I'm a great salesman when it comes to storytelling. I'm a great salesman when it comes to selling an idea through. I'm a terrible salesman when it comes to selling myself. I just don't like it. It feels fucking disgusting. Get me in a room and let's talk about the work and how to problem solve. Fuck Yeah! Want to know why I'm the best person for the job? You'll have to tell me when to shut up. But, when things are slow and I have to send out cold emails, NO THANK YOU. I don't like it one bit. It's always the thing I avoid the hardest. I'll type the first line of a cold email a hundred times until my brain shuts down and I literally fall asleep. Magically, at the end of my nap, something usually comes through that allows me to push off said cold email for at least one more day.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Clerical work. Call AT&T and make the internet go faster. Contact DWP to replace our beat up green bin. Unsubscribe from all the bad emails. Oh man, organize my cloud stuff and backup all my junk to hard-drives. These things make my head hurt. I know there are people out there who enjoy this stuff. I need one of them please.
Q What do you wish you could have told yourself, when, and why?
It's a tricky question right. One, because there is no time machine so I've convinced myself that there's nothing I would have changed. And two, because without all the dumb I put myself through, I wouldn't be right here right now. I think maybe the one thing that I'm still trying to remember on a daily basis, and it's in reverse, because it's from my 16 year old self. Take advantage of the slow times. 16 year old Bo wasn't concerned about sending out that cold email when things were slow. He was laying on the floor listening to music. He was spending 7 hours straight in a movie theater. He was throwing paint on a canvas not concerned about the end result. If I'm going in the time machine, I'm making sure I continuously remember that that's what it's all about.
Q If you could talk to an expert to gain more insight on something, what would it be about?
The meaning of life.
Q What kind of opportunities/projects are you looking for?
Anything and everything creative, honestly. I'm looking to make more short or long form content with creative people. I can direct the shit out of whatever you're cooking up or get in the kitchen with you. I love advertising and generally all brands need it, but I'm genuinely open to whatever. If someone sees my directing work and wants me to paint them a mural, that's weird, but I'm into it.
Q Describe your ideal job/client/collaboration.
I really really love collaborating. I have personal projects for my selfish creative needs. I think the beauty of advertising and filmmaking is the collaborative process. I love when brands are open to saying something real, and that real thing just happens to have a tie in with who they are and what they're selling. I want to work with clients that want to move their audience emotionally, spiritually even.
Q What is your rate?
Uh Oh. Really down to business here. I used to find this part difficult to navigate, until I realized that honesty makes it incredibly easy to navigate. At the end of the day, this is a business exchange. I've been paid a very large day rate and for the right client and the right project I've worked for $100/hour. So it all just depends on what you're looking for and what you've got. Let's talk.
Q How should someone approach you about working together?
Email is good. bobarrett4@gmail.com or old school phone call 323-804-5001. Let's just be human's on the intro. Yeah, tell me about the project, but also about the why and who you are. You've read all about my inner thoughts at this point. Give me some of yours : )
Q Who is a creative you admire?
Christina Birdsall Creative Director / Writer www.christinabirdsall.com @christinabirdsall
Tamara Santos DP www.tamarasantos.com @tammy
Q Oh! and… how do you stay creative?
Music Movies Meditation Painting Basketball
This member profile was originally published in October 2023