There’s an intensity behind Claire Edmondson’s work which provokes change through a subjective shift of the viewer. Her early music videos for Austra’s “Beat and the Pulse” and Broken Social Scene’s “Sweetest Kill” triggered conversations and controversy in the press about feminism, ownership vs objectification and the "new female gaze”. Further work on music videos and her own shorts led to The Globe and Mail naming her “Canada’s Next Great Auteur” due to her distinct voice and aesthetic.
Edmondson then broke into the commercial world with her film for Everlast, “I’m A Boxer”. Its cinematic vision, immersive tone and eloquent call for equality further amplified her voice as a filmmaker. Adweek, Buzzfeed, and Huffington Post featured the film, with Shots declaring her the “New Director To Watch”. She has since directed spots for Samsung, Dove, Bayer, Kotex, Greenpeace and Viagra, while her Special K “Own It” shortlisted at the 2016 Young Director Award in Cannes. Her work has been shown at the Tribeca Film Festival, TIFF and the Barcelona Sports Film Festival.