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Before Sister Motion was born, we had collectively spent decades in the creative industries and commercial content production. What we knew about consumer spending patterns contrasted sharply with what we observed behind the scenes.

80%
of household purchasing
decisions are made by women

60%
of social media sharing
is done by women

7%
of commercial directors
are women

11%
of creative directors
are women

a woman is unlikely to apply for
a role unless she meets
100%
of the criteria

a man is likely to apply for a
role if he meets only
60%
of the criteria

60%
of young females say they believe
advertising is a career that
doesn’t support them

66%
of women say they skip an ad when they
feel it’s negatively stereotyping them

45%
of audiences think women are
being portrayed inappropriately
in advertising

91%
of marketers think they’re doing
a good job of portraying women
as positive role models in ads

Women drive up to 80% of all consumer purchasing decisions (source: Bloomberg), but their presence on advertising shoots and in edit suites falls far short of that.

For brands that want to develop creative content that communicates effectively with women, it makes sense that women should play roles in directing, producing and executing this content.

Over time, this got us thinking: if women are underserved by existing brand content, then what about other diverse groups in society whose needs and perspectives are going unnoticed?

Sister Motion connects brands with brilliant women and under-represented groups to bring passion, courage, and a spirit of collaboration to commercial video production. We believe that diverse creative teams produce content that’s uniquely empowered to resonate with the diverse makeup of today’s consumer population.

See the reaction to our first social campaign

Download Here