Interview with Ruby Djordjevic
Newly-signed director Ruby talks social media, influencers, and her particular style.
Who is Ruby Djordjevic?
A videographer based in South London, specialising in social branded work. Lover of food, travel and music.
Describe your style:
Raw and relatable — depending on the brand or artist I work with I’m usually very adaptable to their aesthetic.
You worked for a while in social media marketing spaces — how has that experience shaped the way you make content now?
When I started videography it was around the time social video started to take off on social platforms such as Instagram, YouTube and Snapchat. I saw this as an opportunity to combine my line of work with social media as I’m passionate about watching content online. I’m curious to see how brands switch to the digital world, creating social video content for millennials. For example, the way that Vogue, Footasylum, and Bon Apetit have done. It’s a way for them to stay relevant to the younger market by using personalities to relate to the audience.
Working with different marketing agencies and brands has shaped my work over the years, and I know now how to engage an audience with such a short attention span within the first 3 seconds of a video — completely different from your average film making!
You’ve also done a significant amount of work with influencers — how do you see this new kind of influencer-lead content affecting the industry as a whole?
Influencer marketing is already a big part of the industry; since the boom of social media, brands are capitalising on the mass addiction millennials have to social platforms like Instagram and YouTube. People don’t look up to celebrities anymore — your average person can now build their own brand and community online with just an iPhone and some ambition.
As we connect and engage with influencers, brands also want to do the same. The rawness and relatability these influencers have is what brands yearn for to sell their products and stay relevant. We as an audience can see through the big budget ads we’ve been seeing for decades, so now is the best time to develop advertising and use influencers.
What is the number one thing you look for in a new project?
Depth.
How about in fellow crew members?
I’ve always been a self shooter so in future I would like to be able to build my own team; whether that’s photographers or DOP’s, to create bigger and better projects.
Where do you see yourself at the end of 2020?
I want to be able to travel more and explore cultures around the world and tell other people’s stories — whether that’s an artists or a brand. Right now I’m taking it day by day.
