Grammy-nominated filmmaker, storyteller & artist Emma Westenberg On creating viral videos, vulva trousers & Super Bowl ads
I think only the crazy ideas are the brilliant ones. I like things that are unexpected, or that rattle you in some way. You want art to do that, to show you something new or exciting
When Emma Westenberg landed the job directing the music video for Janelle Monáe’s track, PYNK, it opened a Narnia-like door to a whole new world of creative possibility. The video – which featured Monáe wearing those iconic vulva trousers – went viral, clocking up more than 16M views to date, earning Emma both a Grammy and MTV Music Video Award-nomination, and perhaps best of all, being described as “a Queen” by Janelle herself.
Since then, her career has accelerated in all directions—from a Super Bowl ad spot featuring Zoe Kravitz, to music videos for Troye Sivan, Princess Nokia and Rico Nasty, to commercial work for clients from ASOS to Vogue, to directing a feature starring celebrated Scottish actor, Ewan McGregor (OBE!) and his real-life daughter Clara in Bleeding Love—and it doesn’t stop there!
No matter what the scale and nature, Emma brings her distinctly witty and whimsical aesthetic to every project, and, in this beautifully candid episode, she talks us through some of the challenges, lessons and moments of magic along the way—from working with tricky collaborators under pressure, to the simple joy of making art for art’s sake.
Follow Emma @emma.westenberg
EPISODE INSIGHTS
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How perseverance and rising to the challenge can reap huge rewards
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The water-off-a-duck’s-back mindset needed to stay focused and resilient
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Why tapping back into the joy of art-making is essential
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How projects that feel chaotic in the making can turn out to be the best in the edit
Thoughts on the episode? Drop us a DM @creativebloodworld
Episode hosted by Laura Conway
Produced by Scenery Studios
Show music by Ben Tarrant-Brown
Video by Nicola Collins
Emma loves
read: The Passion According to G.H. by Clarice Lispector
"I love to read. It helps me to get into a state of focus and exercises my imagination. This my favourite book at the moment. I’ve never read anything like it and she somehow captures the magic of the world into words"
listen: Mari Merenda
"Recently I’ve been listening to Mari Merenda. Her songs sound like she’s casting spells and I love them"
visit: Clowning with Mick Barnfather
"I recently took a five-day clown class with Mick Barnfather and can highly recommend!! Not just for performers, but for anybody who wants to challenge their ego state and have fun"
listen: Jon Ronson: Things Fell Apart
"It’s about when and where culture wars originated and it’s very interesting and telling about how chaotic people are"
