Editor’s Note: Each March, in celebration of Women’s History Month, Reel Chicago shines a spotlight on the remarkable women shaping Chicago’s film, television and advertising community. From directors and producers to editors, strategists and creative leaders, these women bring talent, vision and determination to an industry built on collaboration and storytelling. Through our Reel Women series, we invite them to share their journeys, the lessons they have learned and the experiences that continue to inspire their work.
Today we include Sarah Gitersonke, Founder and Agent at SG+ Reps in our celebration of Reel Women.
Sarah Gitersonke, founder of SG+ Reps is a Midwest staple and trusted “go-to” for production match-making and problem solving that continues to push creative boundaries.
Let’s hear Sarah’s story.
What’s your origin story? Where did this journey really begin?
It really goes back to my first position after graduating from SIU. I landed a producer job at a digital agency / production company hybrid known for their work with Weber Shandwick shooting BTS for all the big broadcast and print productions for Got Milk? I cut my teeth producing digital content (only YouTube at the time, which will age me!) and experiential type projects for all the major PR Firms. Shooting with Betty White on set for her Snickers Super Bowl spot, Neil Patrick Harris passing out candy bars in Times Square. It was a blast in my 20’s!! Dream job! But not sustainable once I became a mom. From there I headed up sales at a boutique commercial production company, which was a great transition, but realized I wanted to advocate for diverse artists and companies I felt could truly move the needle. And I wanted work / life flexibility (who doesn’t!). That’s when I founded SG Reps in 2017.
When you walk into a room today, what do you want people to understand about you before you even speak?
That I care and also that I’ve been on all sides. I get it. I really care about the work, the needs of an agency and brand, what shit the agency producer is going through (been there), if they are finding the right resources, and I deeply care about elevating my artists and production companies.
What’s one decision you made that shifted your trajectory?
Definitely going out on my own. My 2nd daughter was only 6 months old and I basically said “F it”. Let’s do this thing. At the time Free the Bid was alive and well, but broad diversity was just not on the radar yet. After producing for 10 years and then doing sales for a bit, it was blindingly obvious that it’s mostly white men in the room, and I wanted to be a part of that change.
Chicago’s production landscape continues to evolve. Where do you see the biggest opportunity for women right now?
I think women need to be brave and disruptive. Claw your way into decision making positions… and speak up.
Imposter syndrome is real for many women. When did you stop questioning whether you belonged in the room?
I think most people feel that imposter syndrome more than once throughout their lives, including me. But as it relates to my work as a Rep, it was a slow burn. I really approached my company as a marathon not a sprint. I slowly curated the roster, booked directors after some beautiful “match making” moments and then it hit me. This was legit, my directors are working, my agency clients are thrilled. I’d say it took about 2 years to feel that. I remember landing one of my Black female directors (Jenn Shaw at Tinygiant) her first big “spot” and that felt FANTASTIC. She was the underdog and blew the A listers out of the water!
What conversation about women in this industry still isn’t being said loudly enough?
I don’t think we’re talking loudly enough about what happens after women get in the room. There’s not enough focus on who gets trusted with the biggest budgets, the highest-visibility work, and repeat opportunities.
Have you ever walked away from a lucrative opportunity because it didn’t align with who you are or where you’re headed?
Many times. There are a lot of production companies out there that I’ll chat with, and it takes a LOT for me to say “yes” and onboard a new partner to the SG roster. The work has to be brilliant, of course, but if we don’t vibe or have the same values, I pass immediately.
What are you building that will outlast you?
Hopefully an overall sense that production should include everyone, and that everyone should have a shot at this wonderful world we get to work in.
Name three women in the Chicago industry you’d like to shine a spotlight on.
Joanna Woods at Optimus
Lauren Okura at PONO
Madison Amalfitano
(see note about director Jenn Shaw above!)
If you could change one structural thing about this industry tomorrow, what would it be?
The bid process. It’s expensive and time consuming for production companies, and the system is broken.
What’s the title of the chapter you’re currently living in?
“Building While Balancing” …. I’m in a chapter where I’m running a business and raising three girls. I’m trying to do that in a way that’s intentional, not just reactive. Some days feel like big wins, some feel like survival, but overall I know (hope?) I’m building something meaningful at home and in my career.
After all the grind, what still excites you?
That every day is COMPLETELY different than the last. It reminds me of my producer days and I love that!
Bonus: What song plays in your head when you land a big win? And do you happy dance?
Hmm usually it’s a shoulder jiggle and a frantic YAY text to my team. I save the full-on happy dances for the dance parties with my girls!
ALSO READ:
REEL WOMEN: Heather Richardson, Executive Producer at Cutters
