We Help
New & Diverse Directors
Make More Commercials
Image from ‘FUTILE’, directed by Valentina Khodnevich
SHINY IMPACT
Shiny connects emerging directors with the advertising industry through awards, events and the Shiny List. In 2025, Shiny showcased 64 films to over 190+ industry judges, with 70% of work coming from directors from under-represented backgrounds.
This included 41% women and non-binary directors, 36% from global majority backgrounds, 36% working class, 19% LGBTQ+ and 8% disabled talent, reflecting Shiny’s commitment to building a more inclusive commercial industry.
Across the Awards, 38 prizes were awarded, offering real opportunities through mentoring, representation and post-production support.
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WHAT THE INDUSTRY SAYS
“The work is consistently fresh and impressive, and the passion behind creating these films (on such shoestring budgets) is evident. Thank you for 'shining' the spotlight on the talent and potential of everyone involved.”
Danny Etherington - Co-Founder / Managing Director, Creative Outpost
“It was great to see so much amazing work from under represented directors. Thank you to Shiny for the invite and Uncommon for hosting in their beautiful space.”
Barny Wright - CEO, No.8
“Shiny is so impactful. Seeing that spark in the eyes of emerging directors makes it all worthwhile.”
Matthieu Chardon - Head & Creative Lead, Bolt! Studios
