Freelancing Like A24: Creative Freedom, Bold Branding, and Smart Experimentation
3 lessons I learned as a creative from the indie studio that’s changing cinema.
A24: More Than a Studio
When you think of legendary films, you probably think of directors like Spielberg, Hitchcock, or Scorsese. Or maybe actors like Leonardo DiCaprio, Viola Davis, or Morgan Freeman. But in the last decade, a new name has been making just as much noise. And it’s not a person. It’s a studio.
A24.
Since launching in 2012, A24 has built a cult following, turning indie films into cultural moments. As of the 97th Academy Awards, they’ve racked up 76 Oscar nominations and 18 wins. Their films go beyond the screen and award seasons. They’ve influenced Halloween costumes, streetwear, and pop culture at large. And that’s not by chance.
From the surreal chaos of Everything Everywhere All At Once, to the horror masterpiece Hereditary, and the raw emotional depth of Moonlight, A24 movies don’t just entertain. They make you feel something.
That’s exactly why I kept coming back to them. I didn’t realize it at first, but A24 was teaching me something beyond great filmmaking. The way they took risks, built a brand people actually cared about, and made smart business moves with experimentation at their core. There was something in that process that felt familiar. Like the struggles of being a freelancer, trying to make a name for yourself without losing what makes you different.
I’ve learned a lot from A24, but these three lessons have shaped the way I approach my creative work.
What A24 Taught Me About Creativity and Business
1. Embrace Creative Freedom, But Be Smart About Business
A24 gave directors unprecedented creative freedom, allowing them to take risks and make bold artistic choices. But they balanced this with a lean business strategy. Instead of spending heavily on traditional marketing, they leaned into viral and word-of-mouth promotion.
One of the best examples of this is Ex Machina (2014). Instead of a standard promo campaign, A24 created a Tinder profile for Ava, the AI character played by Alicia Vikander. Users who matched with her were directed to an Instagram page promoting the film. It was a low-cost, high-engagement marketing stunt that aligned perfectly with the film’s themes of artificial intelligence and human connection.
📌 My Freelance Takeaway:
Prioritize your creative vision, but also be strategic about how you sell your work. Instead of expensive advertising, leverage social media, networking, and storytelling to make your projects stand out. Let your authenticity and niche style be your biggest selling point.
2. Curate a Strong Brand Identity
A24 has built a brand so strong that you instantly recognize it. Their films have a distinct vibe, a signature visual style, and a carefully crafted aesthetic. Even their merch drops sell out because they’ve positioned themselves as more than just a studio, they’re a cultural force.
📌 My Freelance Takeaway:
Your work is your brand. From the way you shoot, edit, or design, to the tone of your captions and IG stories, everything contributes to your recognition and credibility. Make your style and identity clear, so when people see your work, they know it’s yours.
3. Not Every Project Needs to Be a Hit.
A24 releases a lot of films, but only a handful get the full marketing push. If a project doesn’t fit their top-tier lineup, they quietly release it elsewhere. This lets them experiment without every film defining their reputation.
📌 My Freelance Takeaway:
Not every video, photoshoot, or project needs to be your biggest masterpiece. Some work will be experimental, some will be stepping stones, and some will just pay the bills. Be strategic, push your best projects forward and let others quietly support your career in the background.
Final Thought: Build Like A24
A24’s journey proves that creativity and strategy don’t have to clash. You can take risks, build something meaningful, and still make smart business moves. That’s the balance I try to strike in my own creative work.
If you’re navigating the freelance world, take a page from A24’s playbook:
✔ Take risks, but be intentional.
✔ Build a brand, not just a portfolio.
✔ Experiment, but know when to go all in.
Until the next issue.