Reel Women: Director, creative director, producer, activist, Andrea Nordgren

Andrea Nordgren
Andrea Nordgren

Editor’s Note: Five years ago we had an idea. Being a woman-owned publication, it made sense to celebrate women who were making a difference in the industries we cover. So, we started a feature for Women’s History Month called “Reel Women.” Over the last four years, we have gotten to know leaders, mentors and visionaries from a variety of creative industries. This is our 5th Annual REEL WOMEN. For the month of March, let us introduce you to some very special women like director, producer, creative director, activist, Andrea Nordgren.

Andrea Nordgren is an award-winning independent director, producer, and filmmaker working in commercial, branded content, and film. As a director, she specializes in working with real people and docustyle emotional storytelling. Originally from Chicago, she works nationally and is now based outside of Boulder, Colorado.

She’s a member of Free the Work, Alliance of Women Directors, and Women in Media and has served as Vice President of Women in Film and Media in Colorado. She also spent eight years as Executive Producer for The 3% Movement, where she advocated for increased diversity, equity, and inclusion in the advertising and media industries, as well as in front of and behind the lens.

Andrea has worked with clients such as Food Network, Chevrolet, McDonald’s, Giffords, Meow Wolf, Marriott, Chipotle, and a variety of healthcare, pharma and financial services clients.

Let’s meet Andrea.

What’s your origin story?

I grew up moving around the country every few years. I never attended a school for more than two years in a row until I hit late high school where we finally settled in the Chicago area. I had to be highly observational and adaptable to navigate different cultures and always being the new person, so I often felt like an outsider. I had reading, drawing, writing, dance, and painting as my ways to escape into my own world.

I wrote a lot of screenplays (elementary school screenplays!) as a kid and then in high school I focused more on dance and art. I went to college as an art major and volunteered in a domestic violence shelter but had no clue what to do with my life, so I got double major in psychology and communications. I volleyed between working as a graphic designer and working in social work. I spent five years as a certified substance abuse counselor in NYC and Chicago and when I had my first son I returned to graphic design.  I’ve been in advertising and film ever since. 

How did you get into the advertising and film industries?

I came up through the graphic designer > art director > creative director path working brand-side and then in several agencies. My first jobs included typesetting resumes and designing valupak coupons! Years later, I was the creative lead on an annual report and they asked me if I wanted to create a video instead of just a print piece — I said YES! I got hooked on a form of visual storytelling that was new to me and that I didn’t even know was an option. Being able to direct, produce, and craft stories about people felt like the most natural thing in the world. I finally saw a path that allowed me to bridge my interest in visuals + story + people and I’ve been in the agency world producing and directing since 2011.

During the pandemic, I took a deep dive into the world beyond commercial and branded content and immersed myself in film. I learned everything I could about the art, craft, and business of filmmaking. I’ve produced three films recently: a feature narrative called A Song for Imogene, a female-focused drama set in the rural South; a feature doc on drug-facilitated sexual assault, Erased; and a short narrative, All Choked Up, which is premiering at Aspen Shortsfest next month. 

Who were your mentors?

I never had any formal mentors, although I would have loved that. Having someone to champion you and invest in your career journey feels like a treasure! I’m grateful to Lisa Masseur for supporting me in my journey as a director. I’m thankful to have been highly influenced and by talented friends and colleagues like Kat Gordon, Jean Batthany, and Cindy Gallop, along with countless people I’ve been fortunate to know through my work with The 3% Movement. I also feel inspired by trailblazers in film like Ava Duvernay, Reed Morano, and Alma Har’el. Lastly, the amazing David Griner always sets the bar when it comes to mentoring people in their career. I’m a big fan.

While there will be others, what do you consider your biggest achievement to date?

That’s a hard question. Besides raising two amazing sons, I would say that every story I’m involved with that leads to people feeling seen, heard, and honored feels like an important achievement. I’m proud of launching the next chapter of my career — during the pandemic — as an independent commercial director. Not for the faint of heart.

What drives you to create?

It doesn’t feel optional. More like oxygen. I think it’s a combination of emotional expression, a need to connect, to collaborate, a hope to move people emotionally, a desire to change the world for the better, and a chance to advocate for what I believe in.  

Award you crave, but haven’t won?

Ha! I’m the worst with awards since I’ve not entered a lot of competitions. Of course, it would be great to win something like the One Show, Clio, Lion, Pencil or Oscar. But I don’t create for that, and I try to keep myself humble and also realistic in terms of how award shows work. I think the most exciting thing for me would be to have a film at a major festival and win the audience award. That would feel like real connection and impact to me.

What shows/movies/songs are doing the best job of portraying strong women on TV?

I loved Ozark and the character of Wendy. Flawed, strong, complex. 

I thought I May Destroy You was brilliant and Michaela Coel also brilliant. 

I will forever be obsessed with Peaky Blinders and the great Helen McCrory.

I’m also in the Emily Blunt camp of questioning “strong female lead” as a trope and being really drawn to more nuanced and flawed female characters. 

Is there still a boys club in your industry?

Yes. I’m encouraged to see progress for sure, but the “norm” is still in place. We see this in the majority of directors being hired for commercials, the majority of directors and cinematographers being nominated for awards, gendered language in online crew posts, all white male BTS set photos, the list goes on. 

I really would love to see the advertising industry look beyond the reel and commit to hiring new directors, giving them a chance to show their skills as well as build their reels.

Coffee, Lunch or Happy Hour. Name a famous woman (living or dead) you would like to attend each function with:

Coffee: Michelle Obama. 

Lunch: Ava Duvernay. She’s an icon. I try to live by her mantra: “If your dream only includes you, it’s too small.” 

Happy Hour: I just watched the trailer for her new movie and I think Jennifer Lawrence would be riot to hang with. Putting it out there in the universe…

Last year, the Supreme Court ruled against Roe v Wade. If you oppose the decision, what can women in your industry do to defend a woman’s rights?

Vote, be vocal, stay engaged. 

What keeps you up at night?

I’m concerned about the increasing discrimination, rights-restrictions, and violence against the LGBTQ+ community.

What’s up with Beyoncé being nominated for 4 Best Albums of the year but never winning?

I don’t know the ins and outs of Grammy voting, but c’mon on! Beyonce is not only an amazing artist, she’s a genius when it comes to creative approach to her albums.


You can view more of Andrea’s work at andreanordgren.com


ALSO READ: MORE REEL WOMEN

ALSO READ: REEL 360 — REEL WOMEN


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