APA Reframe: Representation on Screen

The Advertising Producers Association (APA) recently hosted REFRAME 2025, an inspiring event focused on diversity, equity, inclusion (DEI) and wellbeing and I was grateful to attend. I wanted to gain a clearer understanding of what’s really happening in our industry today.

There’s no doubt that inclusion is a priority in many conversations and most organisations have some form of DEI strategy in place. To their credit, we can see meaningful progress in the work being created. Casting has evolved, stories are more varied and we’re seeing greater representation: more queer voices, more Black and brown stories, more mixed families and more narratives rooted in lived experience.

Why the progress has stalled

A few years ago, several brands took bold steps to platform under-represented communities. Some of those campaigns were brilliant. Others faced backlash, online outrage, media pile-ons, even boycotts. Instead of showing resilience, many brands retreated. Now the climate feels fragile. Clients are nervous. Every campaign feels like a potential risk. Agencies sense that fear and play it safe, choosing directors with proven reels instead of new voices. And in that caution, something gets lost.

As someone who’s worked as a female 1st AD, I’ve felt that pinch myself – the sense of being chosen for who you are, not what you can do. Many under-represented filmmakers feel the same: selected to tick a box rather than championed for their craft. Femi ‘Ladi’ Oladigbolu spoke passionately about his experience as a black film director. So who needs to move first? It isn’t just on the brands. Yes, they could write inclusion into every brief: “Director to be from an under-represented background” ; “Crew to reflect target audience” ; “Post partners to show inclusive hiring.”

If that happened from day one, the industry would adapt overnight.

But agencies also have a responsibility to stop playing it safe. To stop leaning only on those who’ve “done it before.” Taking a risk on new talent is how creativity evolves. We all know this, yet we keep ending up at the same seminars asking why nothing changes.

What real inclusion could look like

Chris Dunne’s Outvertising’s talk on LGBTQIA+ inclusion really stayed with me. Representation and belonging have to run together.

A lot of brands jump straight to the Pride film without doing the internal inclusion work first – and that’s why backlash hits so hard. The outside story doesn’t match the inside culture. The wider conversation echoed that truth. Inclusion isn’t just for certain groups. It’s about belonging. When workplaces build belonging for parents, carers, disabled crew and older workers, everyone benefits. Our industry talks endlessly about creativity, but creativity needs diversity of perspective to survive and until we see that diversity mirrored behind the camera, we’re still only halfway there.

As Mia Powell from Caviar said during the session, “A candle loses nothing by lighting another candle.” Maybe it’s time we stop waiting for permission — and start lighting the match ourselves.

Written By Rosie Owen, Account Executive, Searchlight