Probably Coulda Seen This Coming: PFTA Founder Not So Big On Advertising Anymore

By Rachel Kaufman Comment

This should not come as any surprise for regular followers of Erik Proulx’s work, but the man behind Please Feed The Animals is moving in a new direction.

Put simply, he’s sick of advertising.

“While early on, I wrote often about the state of the industry and how fucked up it is, lately I find myself not caring. I simply no longer give a shit about who’s doing what for what agency. I do care deeply about my friends’ successes and frustrations. But the business itself is a barely-audible ping on my sonar.”

Proulx’s “Lemonade,” the documentary about other laid-off advertising pros getting out of the biz, was pretty successful—enough that he can make a new film, Lemonade: Detroit, and a series of short branded documentaries for Dell.

“I’m still tinkering with who I am,” he says. “Right now, today, I am a film director. And that’s a full-time commitment.”