MoFilm expands creative team as it looks to offer more personalised service

Trak Ellis-Hill: joining MoFilm as creative director
Trak Ellis-Hill: joining MoFilm as creative director

MoFilm, the crowd-sourcing platform, is shifting its strategy to deliver a more curated offer and has hired Trak Ellis-Hill as the first creative director of its London office.

In her new role Ellis-Hill will work as a matchmaker, helping brands to develop their briefs for the platform and then choose the right partner to deliver it. She will also help guide the direction of the resulting films.

Prior to joining MoFilm, Ellis-Hill worked as a freelance creative at agencies including R\GA, AKQA, DigitasLBi, Razorfish (now SapientRazorfish) and VCCP. She was an associate creative director at Huge between 2011 and 2013 before joining Cheil as a creative lead for a year.

Up until now, MoFilm, which is majority-owned by You & Mr Jones, has functioned as a site where brands can upload briefs for its community of filmmakers to compete for. By expanding its team with creatives and strategists, MoFilm aims to offer brands and their agencies a more sophisticated service.

The appointment of Ellis-Hill follows MoFilm hiring Liz Levy, previously creative director at TBWA\Chiat\Day, as its global chief creative officer in August this year.

Ellis-Hill and Levy report to MoFilm partner Anna Watkins, who joined from The Guardian’s branded content division Guardian Labs, where she was managing director, in September.

Watkins said: "Trak is one of those rare creative polymaths – bringing years of strategic brand experience together with an innate understanding of digital as well as her scriptwriting and film directing talents. A hard to find but perfect hire for this new multi-channel world."

MoFilm’s shift in strategy follows Omnicom’s BBDO network launching a curated crowd-sourcing platform of its own clients. Flare Studio opened for business in October with Mars as its first partner.

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