Production house Joinery has brought director Cali Bondad aboard its roster.
Bondad had roots on the agency side and as an editor before making a successful transition to directing. Her first industry mark was at agency Mekanism, serving as technical studio manager. She then became an editor there. Her coworkers at Mekanism affectionately called her “the Sizzler,” a tribute to her skill for crafting sizzle reels that lured in new business before she transitioned to cutting broadcast spots. Her directing break came shortly after editing a mood film that the client Muscle Milk loved so much, it led to her getting the chance to pitch (and win) the brand’s next commercial. The title of that spot, “Stronger Every Day,” was an auspicious beginning to her directing career.
Editing left an indelible impression on Bondad’s work, allowing her to know exactly what footage will help bring the story to life. This holistic approach allows her to assure the pacing for each scene is just right, so every piece serves the greater whole. Grounded, character-driven storytelling is the underlying force of her work, she explained, noting, “It all boils down to finding that universal human truth and extracting that. How does this brand speak to people on a fundamental level? And how do we resonate that message in an emotional way?”
From ideation to execution, Bondad’s grasp of how to tell stories through a brand’s unique voice has led her to direct and edit for a diverse mix of clients, including Nike, YouTube, The North Face, Nest, Georgia Power, Ben & Jerry’s, and Nordstrom Rack. Her keen eye for detail is on clear display in “Renewable,” her latest commercial for Southern California Edison (SCE). Underneath the spokesperson’s pitch for SCE’s renewable energy initiative, Bondad deftly weaves personal moments with shots of sweeping California landscapes. From a grandfather gardening with his grandson to a women getting her first electric car, Bondad showcases the ways micro and macro that renewable energy can be implemented.
The SCE work brought Bondad to the attention of Joinery founding partner Gerard Cantor, which led to their becoming acquainted with each other and her ultimately joining the company.
Bondad said it was Joinery’s eclectic stable of directors that drew her in. It wasn’t just the diversity of work, but also the varied backgrounds of the people behind the camera. She enthused, “I absolutely love the amount of female voices represented on the roster. Joinery is a place that fosters collaboration, ideas, and positivity, all the right things for a filmmaker to fully explore their creative potential.”
Prior to Joinery, director Bondad was last repped in the U.S. by Seattle-based production company Workhorse Creative.
