RSA Films has added director Rachel McDonald to its roster for commercial representation in the U.S. and U.K. Acclaimed for performances which elicit empathy across both narrative and documentary film, McDonald has directed commercial campaigns for BMW, Mercedes-Benz, Ikea, Peloton, Gatorade, Volkswagen, Microsoft, HP, Cadillac, Facebook and many others. She is currently directing her first job with RSA for a major luxury car brand.
McDonald’s latest short film is the topical Hermanos (2024), which introduces us to brothers separated from their mother at the U.S. border. The short was inspired by real-life stories of immigrants and won Gold at Ciclope, and Best Short Film and Best Texas Film at the Houston Latino Film Festival.
David Reviews praised Hermanos, with 5 out of 5 stars, writing, “When telling a story rooted in truth, it can be immensely important to avoid the trap of oversimplification in search of a more dramatic narrative, and Rachel McDonald, who wrote and directed this deeply affecting film, clearly has an innate understanding of this.”
“Rachel brings a high level of visual craft and authentic human emotion to her commercials and films,” said Luke Ricci, president of RSA Films US. “She tackles every project with enthusiasm and intent, and pours herself into the work. Her versatility in different genres and formats always delivers indelible moments. We are excited she’s joined the collective of filmmakers at RSA.”
“There is the obvious appeal of RSA being an iconic company built by legendary filmmakers,” McDonald said. “Beyond that, I was deeply drawn to the leadership of Luke Ricci, who I’ve known and respected for many years, and am excited about getting to work with Josie Juneau, RSA’s new U.K. MD. They bring a strong vision, integrity and enthusiasm for where the company is headed and make it feel like the right creative home.”
Juneau added, ““Rachel’s work is deeply human, beautifully observed and emotionally fearless. She has an instinct for finding the soul of a story and the craft to express it with real cinematic grace.’’
McDonald’s body of work has been honored by the Cannes Lions, One Show, Webby Awards, Ciclope, (Kinsale) Shark Awards, ADDYs, Shortys and many other festivals. She directed the Cannes Silver Lion-winning PSA “Behind the Post” for One Love Foundation (2017) which remains a standout for its insightful look behind the curtain of social media and what is a healthy vs an unhealthy romantic relationship.
Additional shorts from McDonald include the gritty drama Thirst (2014), her debut film starring Melanie Griffith, which premiered at Locarno Film Festival. McDonald directed docu shorts Dancing Warrior (2024), an inspiring story of a Lakota youth horse racing team and Uganda: Friends of the Gorilla (2010), with Jason Biggs featured as he experiences gorilla tracking, part of Uganda’s “Friend A Gorilla” and tourism campaigns as ways to protect mountain gorillas.
McDonald, a mother of two, draws inspiration from the world through her children’s eyes, along with the buzz of humanity around her. “I’m inspired by people and the emotional complexity of being human,” McDonald shared. “How wonderfully different we all are, yet how much we share beneath the surface. Love, joy, pain and heartache connect us in universal ways, and that shared human experience anchors my work.”
