Freefolk are a team of Emmy winning creative artists, technicians, producers and problem solvers who use post-production as their toolbox. Working closely with clients in the advertising, film, TV and music industries, they provide a full-service post-production and VFX offering including high-end colour grading, 2D & 3D visual effects, shoot supervision, animation, design, direction and concept

With the 2025 Young Arrows Awards just 3 weeks away, we caught up with Freefolk's Head of Production, Cheryl Payne, and Executive Producer, Laura Ricketts...

Do you have any plans for the future when it comes to supporting emerging talent?

CHERYL: We/Freefolk run an initiative called Futurefolk, it's one of our proudest achievements and this year marks its 8th year anniversary. Futurefolk's mission is simple - to discover talent from all disciplines, across all backgrounds and nurture the next generation in VFX. It's a paid internship in our E1 studio within our 2D and 3D departments. We've had some fantastic people join us through the initiative over the years, some of which are still with us today as full time staff, which I just love!

What do you think are the most important skills/qualities that young professionals need when starting out in the advertising industry?

CHERYL: While specific roles will emphasise different skills, young professionals entering advertising need a good foundation in communication and creativity, coupled with an understanding of the various digital channels and tools and a proactive attitude toward continuous learning and adaptation. A positive kind attitude, big smile and tea making skills go a very long way too!

What advice would you give to anyone starting out in the industry? Or the best piece of advice you received early on in your career?

LAURA: The best advice I can give anyone starting out in this industry is never give up. This industry is a rollercoaster. You'll have incredible highs – projects that make you feel so proud, and moments where you feel like you're on top of the world. But you also may face rejections, setbacks, and lose your way. That's just part of the journey. Every setback, even if it may not feel like it at the time, is a chance to re-set and come back stronger.