True Gent’s True Grit
It’s hard to easily characterize Jordan Brady these days. Yes, he’s a veteran commercial director, with literally hundreds (if not thousands) of commercials to his credit and a career behind the camera that’s stretched over two decades. He’s also a noted podcast host, who's "Respect the Process" podcast has logged 500 -- that’s right, 500! -- episodes, during which he conducts enlightening and often funny interviews with a range of industry folks, from the high and mighty to behind-the-scenes players.
A former stand-up comedian and actor, Jordan wears a lot of hats these days. There’s his Commercial Directing Film School, where he’s helping train next gen commercial directors, with a special emphasis on working with underrepresented and diverse talents. And he’s lately been prognosticating on LBB, with a series of well-received tutorials on how to win the pitch and how to write a treatment, all with the aim of helping people hone their craft and set themselves up to succeed.
And then of course there’s True Gentleman (better known as simply True Gent), his family affair production company, where his wife, Jeannette Godoy, and his son, Ben Brady, are on the directorial roster, and his other son, Jake, plays a supporting role as staff editor and content creator.
So how does Jordan keep all these balls in the air? And do it so smoothly? We hopped on the Zoom recently to find out.
You seem to be everywhere, from social media threads to taking part in another Diverse Directors Showcase for AIR and of course your series on LBB about writing treatments and winning pitches. What’s driving the media onslaught?
Ha! I realize I may be “oversaturated”, but it keeps me sane and out of trouble. I have an addictive personality, so it’s more productive than day drinking and bong hits. Ultimately I just love filmmaking and sharing what works when making great ads. And legacy comes into play. I want to have people remember I made them laugh and maybe taught them a trick or two.
The coolest thing has been our Filmmaker Retreat. This Fall will be our third. Me and Jeannette run it together, and chill with like-minded filmmakers. Without all the content I’ve put out, which is all grassroots, we’d never be able to hold such a transformative experience, drawing people from England, the East Coast, the Pacific Northwest, even Florida. Our theme again this year is “Define Your Voice,” which goes along with everything I believe a filmmaker should have -- needs, really -- to work.
What’s been the response to your prolific sharing of opinions, ideas, profiles and best practices? How has this affected your work as a director? And the reputation of True Gent?
Industry pals seem to enjoy it. Up and coming filmmakers DM me from Africa, Sweden and even Florida! Again, I bring up legacy, which serves the ego and is a great motivator. But the big secret is how much I learn from new filmmakers when I consult or DM, and from my working peers when I interview them on the podcast. They divulge methods and tips I didn’t know.
For True Gent, agencies and clients are using us as a resource. I’ve consulted on scripts before they’ve gone to the client. We can recommend directors and content creators not on our roster, including filmmakers from underrepresented populations, because people know Commercial Directing Film School is a de facto “farm team” for True Gent. I’ll recco folks even if I’m not going to produce.
Oh, one director out of dozens hates that I share so much, saying, “You’re helping them too much.”
You got your start in stand-up. How did you make the transition from cracking jokes to slapping slates?
I loved Steve Martin’s “Let’s Get Small,” and listening to stand-up albums in general. I also watched a lot of Albert Brooks’ short films. By my early twenties, I’d toured major cities and colleges doing original material. On one of those tours, I bought a camcorder and shot bits during the day, often showing the man-on-the-street bits at the campuses.
You seem to be as comfortable in front of the camera (or mic) as behind. How did your stand-up days influence and/or assist your transition into directing, and your ability to direct talent?
Humor can always diffuse a tense situation. I try to ride the line between keeping the set and video village fun and light, while letting the crew, clients and agency know I’m here to work. A taskmaster at times. With actors, I think I speak their language because, after a dozen sitcom parts (I was not good, btw), I know what it’s like to have to deliver a performance.
There aren’t too many multi-generational ‘family-owned’ production companies. What does having your wife and sons as part of TG mean for you as a company owner? As a father? As a role model?
I’m in heaven. My wife, Jeannette Godoy, and son, Ben Brady, each have their own distinct creative voices – much different than mine. That makes it interesting. We all share the same high-level attention to detail when it comes to craft and polish. We collab well, and we’re no-holds-barred with feedback and criticism. It’s odd when Ben DPs for me and calls me Jordan. We read each other’s treatments and riff on ideas. Ben and I got to shoot second unit on Jeannette’s feature, “Diamond in the Rough.” And it’s worth noting that my other son, Jake, edits the “Respect the Process” podcast.
What made you launch the Commercial Directing School? And how do you balance your work between that and True Gent?
Balancing is tough. I don't play golf, so film school is more of a relaxing hobby for me. I love sharing tips and tricks, and I’ve never been afraid to share what I’ve learned. It never made sense to me the way some accomplished directors or creative people hoard knowledge.
What’s been the biggest benefit to teaching and mentoring up and coming filmmakers?
Their successes are my chief reward. It sounds corny, but when a director calls and tells me they got awarded a spot or a big campaign, and it was because they got the confidence from our course or chat, it’s an incredible rush. The secret is that I learn as much – if not more – from them. Shhh.
What motivated you to launch the podcast? What do you get out of hosting these conversations? And what’s been the most surprising side effect of your role as podcaster?
Similar to launching Commercial Directing Film School, I saw it as a way to share experiences and connect with other filmmakers doing what I do. There’s no bowling league for us. I guess podcasting also scratches the itch to host. I hosted some TV shows back in my stand-up days. It introduced me to so many cool people and broadened my view of how we make spots. Ultimately, the podcast led to the film school.
How does it feel to have your son following in your directing footsteps? What career advice have you given him? And what are the ‘Succession’ plans at True Gentlemen?
I’m beyond proud. Ben is so far ahead of me in terms of artistry and craft as a filmmaker. He’s honing his voice and exploring, which every director needs to do, continually. He’s come up through the camera department, has a great eye and is developing long form projects as well. The “Succession” of it all? Ha ha, ideally one of my three grandkids will take over the shop.
So let’s talk about Simian. What are the greatest benefits your company has realized by being a Simian client? If you were asked to recommend Simian to a colleague at another production house, what would you tell them?
True Gent launched in 2018 with zero fanfare, solely to service my repeat agency clients. If anyone needed a reel, a Vimeo showcase was fine. (And at my last production company, we used a clunkier service that rhymes with DryerHive.) When True Gent came out of the closet to go after new relationships and agencies, Simian was a no-brainer. Reps and EP’s told me how easy it is, so I signed up.
Kellie walked me through it all - service is paramount to me. Really got me sending out reels right away. The analytics have been a way to really learn what’s hitting. I may think a spot is a Cannes Lion Gold winner, but the completion rate says it’s Akron Local Ad Club Bronze.
I was on the beach in Hawaii and got a text about a gig. I went into the Simian Go! app, made a reel and got notified minutes later it’d been viewed. That’s the story I tell. Oh, I also love the community vibe Simian is building with this blog and your eblasts. I’m a huge convert to the thumbnail selection process now, thanks to that tip.
