New York-based production company Derby has added Catherine Orchard to its directorial roster. Formerly a graphic designer and art director, Orchard’s work in the creative departments of various brands and magazines has helped her to develop an eye for strong imagery in combination with humor and lyrical storytelling.
She has worked with a variety of brands and magazines, including Bobbi Brown, Alice + Olivia, Jane, Travel + Leisure and Vibe. Most recently, she has been directing for Loft and Teen Vogue.
We checked in with Brooklyn-based Orchard to find out how she works and what her process is like: “Whenever I start a project, I look at what the existing elements are and break them down to what’s key and what needs to be said or shown. Then I let my imagination wander and take inventory on the many ways to put those particulars into a story. I like having a starting point of knowing the character (so cliché, but how else?!) and then the tone and look follows.”
That goes for any project, she says, whether it be commercial, narrative or experimental. “I’m interested in trying out some of the technical things, like practical lighting tricks, VFX and camera movements if it makes sense for the story’s look and tone. I also do research to sort out what the story might actually look and feel like. Then I revise. That’s usually the way I start each and every one of my projects.”
When asked about a recent job, Orchard talked about working with the kids from Netflix’s Stranger Things for Teen Vogue. “We had less than one hour to film, so I thought playing a game of charades would be fun — they made up their own dreams and nightmares. I should mention that serving candy to kids at 9am is a very cheap trick, but it worked!”
While Orchard hasn’t yet helmed a job for Derby, future projects can be expected to come from her in early 2017. Orchard joins Derby’s directorial roster, which includes Lucas Borrás, Nickolas Duarte, The Bozzwicks and John Poliquin. Since the company launched in the fall of 2015, Derby has produced campaigns with its agency and brand partners for Listerine, Lucky Charms, Johnson & Johnson, Sauza, Erno Laszlo and others.