Creative refocus: Lemonade documentary


Lemonade is a new documentary, chronicling the experiences of 16 advertising professionals laid off in the recession and their resulting life-changing decisions. Erik Proulx was a copywriter at Arnold ad agency in Boston until he lost his job in the fall of 2009. Proulx created a job-search site and discussion forum for fellow recently unemployed ad men and women and recorded their stories on his Please Feed The Animals blog. As Proulx explains, “My intention was to tell stories, connect with people emotionally and help them overcome their fear of their circumstances”. Picture Park took an interest in the site and turned the interviews into a film.

Pop-up screenings of the movie are taking place across the US and internationally. Lemonade the book – a collection of essays on personal reinvention – is in the works.  Not limited to the advertising industry the book looks at the growing number of professionals re-focusing their lives and career goals and the wealth of creativity and inspiration that arises from an economic crisis.

As Proulx puts it, “We aren’t what we do. But we should do what we are.”

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