How One Ad Creative Turned Freelance Into Shelance
Hollie Fraser's Journey to Connect Female Creatives Across the Globe
For Creative Director Hollie Fraser, the journey to freelancing wasn’t from a job loss or dissatisfaction with the agency model. In fact, she had quite a pleasurable full-time role with a “very non-toxic, supportive, and amazing” environment, along with a flexible boss.
But despite all this, she felt she was sacrificing too much time away from her family. By the time she hustled and bustled throughout NYC, spent her day at the office, and returned home, there was very little time left for life. In fact, she would see her then 5-month-old son for only an hour before his bedtime.
Hollie: I would get home at 6 p.m. and have just an hour with my son before he needed to go to bed. Then COVID hit, and working from home became the norm. It opened my eyes to a more flexible, family-friendly work style. So, a year later, in January 2021, I handed in my notice, secured a semi-permalance gig, and the rest is history.
It’s a moment many aspiring freelancers face: continue on this path, sacrificing time and climbing the (fill in the blank) ladder, or go find change by carving out a totally different path.
For Hollie, that new path wasn’t just freelancing. It was creating We Are Shelance, an international community of the best female creatives the world has to offer.
Hollie: First, I've always felt somewhat like a bit of an outlier—never quite at the center of the ad industry's hottest agencies, winning the biggest awards, or producing the most expensive TV ads. And when I went freelance, I realized that my success depended on the trust and support of the wonderful people I had worked with before. Their recommendations and willingness to hire me directly were crucial. This made me understand the importance of deep, meaningful connections.
However, what truly inspired me to start We Are Shelance was the recurring conversations I was having with ECDs, who often expressed frustration about not being able to find female Creative Directors. And I wanted to change that.
Ah yes, building community. Another recurring and important theme in the freelance world. But why is it so important to keep mentioning?
Hollie: For anyone who is freelance, community is everything. It serves as a sounding board, helps you land your next gig, and provides support in what can sometimes be a very lonely path. I truly just enjoy helping others who have been in the same situation. And I'm on a mission to prove just how bloody wonderful freelancing can be.
Most agency creative teams are led by all-male groups; with We Are Shelance, an all-female team can offer fresh perspectives for brands and their work that they wouldn’t normally have.
Hollie: I've had a range of experiences with all-female creative teams. On the positive side, many clients have been not only supportive but also enthusiastic about working with an all-female team. They often value the fresh perspectives and innovative ideas that come from a more diverse group. There's also a growing recognition of the unique insights women, especially mothers, bring to creative roles, as we deeply understand the target audiences many brands aim to reach.
For many female creatives, especially working moms, flexibility was a key factor in their career acceleration. Yet mandated and somewhat archaic return to the office requirements has hindered that growth. Something Hollie sought to escape in the first place.
Hollie: This shift can lead agencies to overlook female talent, particularly those balancing work and family life. While not all female freelancers are parents, for those who are, the expectation to be in the office is a huge stumbling block. Despite these obstacles, the positive experiences have far outweighed the negatives, and I've found that clients who truly value creativity and collaboration are eager to work with diverse teams, including all-female ones.
What we gained during the pandemic, we are now beginning to lose. This shift has been well documented: those being left behind are working moms.
Hollie: The flexibility that once allowed many women to be more present at home and in their careers is being taken away, which is disproportionately affecting working mothers. It’s particularly challenging for those of us who are freelancers because the expectation to be physically present can exclude us from opportunities we could do in a remote setting.
I've noticed that this shift can discourage talented female creatives from pursuing certain roles or projects simply because the logistics of returning to an office are incompatible with their family commitments. I will fight to the death for flexible working! I believe it's crucial for agencies and clients to recognize the value of maintaining flexible work arrangements, not just for the sake of inclusivity but for the continued success and innovation of the industry as a whole.
Those who succeed the most are the ones who keep fighting. Continued effort is rewarded with work that resonates beyond the media itself.
Hollie: This year, I've mainly worked with ad agencies. One standout project was assembling a small, specialized team for a brand called 47 Skin, which included two copywriters, two editors, and myself as Creative Director. That was an incredible opportunity. I've also worked on a diverse range of projects, from Sweaty Betty and Prada Beauty to cloud storage solutions and blood pressure medication—a truly eclectic mix of work.
The future is bright for Hollie and We Are Shelance, but what’s next? Where can she take this model, and who will join her on this journey? Looking ahead, 10 years can feel like an eternity, but having a goal in the first place is what made her idea a reality.
Hollie: I hope We Are Shelance becomes one of the top talent resources for brands and agencies, helping them make more equitable talent choices within the industry. And, of course, I hope I start being paid for my efforts instead of doing it all for free - I've got 10 years to work on that part though.
Hollie Fraser is the Founder & Creative Director of We Are Shelance. You can view their work at www.weareshelance.com
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