Bicoastal Station Film has signed director Declan Whitebloom for commercials in the U.S. His work spans noted spots and music videos. On the former score he has directed for brands such as Pinterest, Target, Fiat and Lipton. His music video fare has featured such artists as Taylor Swift, Demi Lovato and Rita Ora.
Among Whitebloom’s most recent work are commercials for Google and Pinterest, and the music video “No One” for Jess Glynne, his seventh promo for the singer/songwriter who’s set records for most U.K. number one hits of any female artist ever. (Whitebloom’s music video representation is handled by Hound in the U.S. and Black Dog, RSA’s music video division, in the U.K.)
“What attracted us to Declan, besides his enthusiasm and vivaciousness, is the bright and upbeat look of his film,” said Caroline Gibney, partner/executive producer, Station Film. “His storytelling feels effortless, with an energy, charm and topical style that reflects his unique love and expertise of the filmmaking craft.”
Whitebloom related, “After reaching out and chatting with Caroline and Steve [Orent, Station’s managing partner], I realized they’re both excited and passionate about the business and that’s how I feel, too. There’s no denying advertising is changing, but there is plenty of opportunity all around. Companies need to be nimble and progressive which is exactly what Station is.”
“Caroline and I were excited when Declan reached out,” commented Orent. “We’re big fans of his work and his style; it’s a style we’ve been looking for at Station. His energy and passion fit right in with our culture. We’re ready to create some great work together.”
A London native and now longtime Angeleno, Whitebloom grew up on the sets of his brother’s shoots (Monty of Big TV!). After art school he moved to Los Angeles and worked as a PA and in the art department before moving into postproduction. He was an editor on hundreds of award-winning music videos before stepping behind the camera to direct his own videos. He’s won CMA Awards for his videos for The Band Perry and Taylor Swift, along with multiple nominations for both CMAs and MTV VMAs.
Prior to joining Station, Whitebloom was repped in the U.S. ad market by Concrete + Clay, and prior to that RSA. He continues to be repped by RSA in the U.K. for commercials.
Whitebloom, who prides himself on being a collaborator, noted that his "editing background enables me to make decisions quickly which is an asset on set." He added, “Directing music videos teaches you about nuance, visual storytelling and how to be concise and economical. It also gives you the freedom to think outside the box and that’s invaluable with commercials.”
Whitebloom has applied those learnings to a career of directing content that leaves a lasting impression, whether heartfelt or upbeat. While his music videos for Glynne document emotional journeys, his commercials for brands such as Target, Fiat, Lipton and Pinterest celebrate through song and dance, or playful performances and dialogue.
“There are so many creative inspirations in film and television, and commercials, too,” Whitebloom said. “Social media is exposing us to people and art from all over the world at an astonishing rate. It’s hard not to see inspiration all around.”
Whitebloom has been part of that inspiration as well, not only through his own work, but by playing a role in the work of provocative artist Banksy’s 2015 Art Exhibition “Dismaland”–a pop-up art exhibition in the form of an apocalyptic UK theme park. Whitebloom was used as a decoy movie director who was featured in the media as the project’s architect during the five weeks Banksy’s team spent building the dystopian theme park exhibition.
