Eddie Gold launches pioneering ‘vertical director’ production company


Eddie Gold, Founder of talent production company The Gold Studios has launched the UK’s first vertical director production company.

Vertical Director content

The Gold Directors will provide brands with an unparalleled opportunity to handpick specialist directors for vertical-first content.

The pioneering new company has put together a roster of UK-based directors that specialise in shooting for 9:16.

This includes Philip Lawson (Adidas, Balmain, Zalando), Rebekah Creative (Ying Yang Twins), Joe&Jackson (Karolin VanLoon, Smythson, Safiyaa) and James Daan (Amazon, Samsung, Vinted).

Demand for vertical content has soared in recent years, with SnapChat, Instagram Reels, YouTube Shorts and the phenomenal rise of TikTok driving it forward and confirming vertical content as the native format on these platforms.

However, without specialist vertical experience, brands have relied on repurposing or cutting down landscape content to create a presence on social media platforms that too often becomes bland and irrelevant.

The Gold Directors is the first production to source and offer directors working specifically in the vertical format and with experience in creating content that goes viral, achieves reach and delivers return on investment.

Their “three-in-one” approach to the job – directing, shooting and editing the content – also makes it quicker and more cost-effective than using traditional directors.

Former adam&eveDDB creative Eddie Gold and Chris Smith, Head of Brand Partnerships, intend to expand The Gold Directors later in the year, with plans to launch in the US in the fourth quarter.

Vertical limit: Eddie Gold sees huge market for vertical directors…

Speaking about the reasons behind the launch, Eddie Gold, CEO and founder The Gold Studios, said: “After enduring countless cringe-worthy attempts at brand TV ads being turned into TikToks, YouTube shorts, and Instagram Reels, I’m seriously considering bodyslamming my iPhone.

“It’s high time we realised that branded content should be tailor-made for each format, and that’s precisely why we’ve proudly secured some of the UK’s most exhilarating Vertical Directors.”

The new company follows the success of The Gold Studios, launched in 2020, which creates and develops TV shows and digital content with celebrities and content creators.