Named by The New York Times as “America’s foremost visual chronicler of the plutocracy,” Emmy-award-winning filmmaker/photographer Lauren Greenfield is a two-time Directors’ Guild and Writers’ Guild award nominee known for the groundbreaking work she has created on consumerism, youth culture and gender for the past 25 years.
Her documentary films Thin, The Queen of Versailles, Generation Wealth and The Kingmaker, and photography from her monographs, Fast Forward, Girl Culture, Thin and Generation Wealth have been screened, published, and exhibited around the world, as well as collected by cultural institutions including the Los Angeles County Museum of Art (LACMA), J. Paul Getty Museum, San Francisco Museum of Modern Art (SFMOMA), Smithsonian, and the International Center of Photography.
Following her Emmy-nominated film debut in 2006 with Thin, Greenfield began to direct commercials and continued her feature film work, opening the Sundance Film Festival with The Queen of Versailles which won her the Best Documentary Director Award at the Sundance Film Festival and was named by Vogue as one of the top documentaries of all time. Her viral ad, #LikeAGirl, swept commercial awards, including a 2015 Emmy, 14 Cannes Lions 2015 (including the Titanium Lion), 7 Clios, 5 Art Directors, 8 pencils at the D&AD Awards, was named 3rd Best Ad of the Decade, earned Greenfield the #1 Director/Most Awarded Director by AdAge (the first woman to top this list) and the Best in Show at the AICP Awards, and has become part of the Museum of Modern Art’s (MoMA) permanent collection. Greenfield was also named one of the 2015 Top 10 directors in Adweek’s Most Creative 100 People.
Greenfield’s photography, which has crossed traditional boundaries of photojournalism, fashion, documentary and fine art, has been widely published in magazines such as the New York Times Magazine, The Sunday Times Magazine of London, the New Yorker, New York, W, Elle and Harper’s Bazaar. Her photographs have won almost every award in the industry including the International Center for Photography Infinity Award, the Hasselblad Grant, the Community Awareness Award from the National Press Photographers and the Moscow Bienniel People’s Choice Award.
Greenfield’s retrospective monograph, Generation Wealth, garnered her the 2018 Photographer of the Year from the Art Directors Club, The Paris Photography Prize 2018 (PX3), and the Lucie for Best Book Photographer of 2018. The record-setting companion exhibition opened in Los Angeles at the Annenberg Space for Photography in April 2017 and has since traveled to the International Center of Photography (New York City), the Nobel Peace Center (Oslo), the Fotomuseum (The Hague), Deichtorhallen Hamburg, the Louisiana Museum of Modern Art (Copenhagen), and Fotografiska (Stockholm). The accompanying film, Generation Wealth, opened the 2018 Sundance Film Festival, screened at the Berlinale, SXSW, the Museum of Modern Art in New York, and was released worldwide by Amazon Studios. Film Independent awarded Greenfield the Spirit of Independence Award, and the Writers Guild nominated Generation Wealth for Best Documentary screenplay.
Greenfield has also applied her photographic vision to print advertising and commercials, photographing and directing innovative branding campaigns for major companies. She won Kelly Awards for her women’s brand campaign for Nike with Goodby Silverstein, as well as for her work on Apple iTunes for TBWA Chiat Day. Award- winning agencies that Greenfield has worked with include Arnold, BBDO, Cliff Freeman, Commonwealth, Fallon, GSD&M, J. Walter Thompson, Leo Burnett, McCann Erickson, Ogilvy & Mather, Publicis, The Martin Agency, Saatchi & Saatchi, R/GA Chicago, 215 McCann, McGarry Bowen, and Young & Rubicam on campaigns for Always, Apple, Amex, Asics, Bayer, Chevy, Coca-Cola, Gatorade, Goodyear, Hewlett Packard, Isuzu, LinkedIn, Microsoft, Nike, Pepsi Lifewtr, Tampax, Target, Toyota, US Bank, and Wal-Mart among others.
Greenfield’s latest documentary film, The Kingmaker (2019), about the former First Lady of the Philippines, Imelda Marcos, premiered at the Venice Film Festival, followed by Telluride, Toronto, and London, making it the first documentary to play all four festivals. The Kingmaker has garnered a Writers Guild Nomination, three Critics Choice Nominations and the Critics’ Choice honor for the “Most Compelling Living Subject of a Documentary.” It was named one of the “Best Documentaries of 2019” by Variety, Hollywood Reporter, the Boston Globe, Chicago, Philadelphia, and Bay Area critics and has been lauded by critics in the Philippines. The film premiered on Showtime streaming beginning February 2020.
In 2019, Greenfield and her producing partner Frank Evers founded the production company Girl Culture Films to address the lack of female and non-gender-conforming directors in advertising.