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The Bigger Picture is a new company launched by Tracy Mays with an ethos to match its namesake. The company embodies a streamlined, producer-centric model, where strategic thinking and multi-versed talent service every aspect of a brand or agency's integrated production needs. The Bigger Picture’s network includes a director roster that spans many genres and styles including John Singleton, Lenny Dorfman, Amir Mokri, Bruno Ilgoti and Ryan Travis.
“My refrain is that we have shattered the box of typical production processes because we acknowledge that today nothing is typical,” says Tracy Mays, Founder/Executive Producer, The Bigger Picture. “It is a time of inventiveness and expanded needs, in an on-demand world. We understand what our clients are looking to do, and the realities they face. Our mission is to be there along the way, with efficiency, creativity and an openness to develop and deliver so that we serve The Bigger Picture.”
In The Bigger Picture, Mays blends a depth of production expertise with a passion for creating community. She has worked in-house at some of the top commercial production companies in the business, including MJZ, Smuggler, Anonymous and The Sweet Shop, where she was EP, and was a founder and owner of @LArge Productions before launching The Bigger Picture. Mays serves as a member of the AICP/West board as part of her commitment to the industry as a whole.
The Bigger Picture’s network includes creatives of many stripes including directors with a keen eye for concept development who work on projects for all screens and move fluidly between branded content and commercials to television series, features, fashion editorial, and music videos.
Among them, award-winning director John Singleton (Snowfall, Billions, American Crime Story) who lends his astute perspective and narrative acumen to advertising projects including last year’s collaboration with Mays for AECOM “Surfer,” and Amir Mokri a visual stylist who helped shape the look and feel of feature blockbusters as the DP for Transformers, Man of Steel, Fast and Furious, and applies this same point of view to such advertising projects as Athene “Be Brave” produced in collaboration with Mays.
Also part of the creator team, Lenny Dorfman is known as one of the most versatile and well-rounded emotional storytellers in the commercial business. He has won many of the advertising industry’s highest awards — including Cannes Gold Lions and BTAA Gold & Silver Arrows — directing domestic and global campaigns for the world’s leading agencies. For the last couple of years he has been working on his long-form projects, with several scripts in development, and a short entitled Bring Back the Cat, which won the LA IndieFest in 2016.
Rounding out the roster are Bruno Ilgoti, whose fashion-driven music videos and campaigns has received over a billion views collectively, and who is fast becoming one of the industry’s top fashion/music/beauty directors, along with Ryan Travis, known for uniting high profile brands and compelling narratives with tie ins to some of the world’s leading entertainment offerings, from feature film tie-ins to the Super Bowl, and more.