CAMPAIGN CRAFT: PORTFOLIO MORAG MCKINNON

Morag McKinnon has already made several commercials, a music video and four short films, including the award-winning ’home’ for the Film Four Short & Curlies strand. But she is endearingly down-to-earth, describing herself before quitting sculpture at Edinburgh College of Art for a film and television course as ’a bit mousey, not the extrovert type’. Indeed, she is about as far from the cliched egotistical auteur as I can imagine.

Morag McKinnon has already made several commercials, a music video

and four short films, including the award-winning ’home’ for the Film

Four Short & Curlies strand. But she is endearingly down-to-earth,

describing herself before quitting sculpture at Edinburgh College of Art

for a film and television course as ’a bit mousey, not the extrovert

type’. Indeed, she is about as far from the cliched egotistical auteur

as I can imagine.



Her early extended short film ’3’, which McKinnon claims was too

ambitious, boasted impressive imagery. The Edinburgh Film Festival

director Mark Cousins described it as ’a visual treat’. More recently

fellow Scot Lynne Ramsay, the director of the acclaimed Ratcatcher,

voted McKinnon a face to watch in 2000. She was signed to the London

production company New Directions.



’Home’ won the 1999 Bafta for best short film and tells the tale of a

council housing inspector skillfully interlacing realism with symbolism.

McKinnon considers this her breakthrough work: ’I had the chance to

direct and time to rehearse with the actors and something just

clicked.’



Her recent Capital Radio campaign brought us real people humorously

hanging on Chris Tarrant’s every word, while a branding campaign for BBC

Scotland depicted families and individuals engrossed watching

television.



McKinnon is keen to further her commercials work and direct music

videos.



A sequel to ’home’ is planned and she has been commissioned to write and

direct a feature film. Career wise, in her own words, she is ’up for

anything’.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).