We were lucky to catch up with Ellenor Argyropoulos recently and have shared our conversation below.

Ellenor, thanks for taking the time to share your stories with us today Going back to the beginning – how did you come up with the idea in the first place?

The idea for Mermaid Toast was born from my lifelong passion for storytelling and more recently, a pivot in the business that merges my fascination with the potential of AI technology to revolutionize filmmaking.

Over the years, as I’ve worked on projects ranging from branded mini-documentaries to music videos, I’ve seen firsthand the challenges independent filmmakers face in getting their stories out there. At the same time, I’ve been closely following the rapid advancements in AI and how it’s starting to transform various creative fields. During the film industry’s strikes in 2023, I found myself working a lot with AI as a creative outlet for my ideas during such a hard time when nothing was getting made and projects were being delayed (mine included). So many ideas take SO LONG to get off the ground, and AI became an outlet to see visuals come to life, and to test story concepts sooner. So that became my outlet, and so, the pivot in our commercial business began.

It was a lightbulb moment when I realized that by harnessing the power of AI, we could not only streamline the filmmaking pitching process, but also open up new avenues for storytelling and create opportunities for emerging talent. AI could be a tool to enhance creativity, not replace it. There’s also barely any resources for directors to pitch without a script or connect with other directors, so this was a really exciting way to give directors something I only wish I had. Community and the ability to create proof of concepts in an industry where the barrier for entry is so costly and hard.

I knew this was a worthwhile endeavor because I saw a real need in the industry for a company that could bridge the gap between cutting-edge technology and meaningful storytelling.

Mermaid Toast is my answer to that need. Not only are we producing our own films and developing scripts that speak to underrepresented audiences, specifically in the indie space, but we’re also building a platform that empowers directors and fosters a sense of community. I know firsthand how isolating and challenging the filmmaking journey can be, and I want to create a space where directors feel supported and less alone, just like I wish I had when I was starting out.

I’m ambitious, perhaps to a fault where I have what I like to call ambition anxiety, but that ambition drives me to create a better place for people to feel seen. By producing impactful independent stories, focusing on AI education, and developing a platform that brings directors together, we’re not just providing tools, we’re cultivating a community of storytellers who can lean on each other, collaborate, and push the boundaries of what’s possible in filmmaking.

At the end of the day, Mermaid Toast is more than just a business to me. It’s a mission to redefine the landscape of filmmaking, to amplify voices that have been historically marginalized, and to harness the power of technology for good. I truly believe that by bringing together creativity, community, and cutting-edge AI, we can make a real impact in the world of cinema and beyond. It’s about giving directors a better way to bring their visions to life, fostering a sense of connection in an industry that can often feel isolating, and creating narratives that resonate with diverse audiences. That’s the heart of Mermaid Toast, and that’s why I’m so passionate about what we’re building.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Here’s the corrected version with improved grammar and some minor adjustments for clarity:

I’m an Aussie director and photographer who’s been obsessed with film for a long time. You’ll regularly find me at the cinemas 3-5 times per week (thank you AMC… and Nicole), and I’ve been dreaming of being in the film industry for as long as I can remember. I got into film school (Victorian College of The Arts) straight out of high school in Melbourne and then was lucky enough to be mentored by the legendary Vilmos Zigmond (ACE) at the Budapest Cinematography Masterclass, which was a total game-changer for me. I got to meet so many brilliant people during that, so I went to the Cannes Film Festival a few years ago to keep meeting people and immersing myself in everything I needed to learn and know, all bright-eyed and excited, and found my best friend (and now co-writer) by bonding in the bathrooms after waiting for 4-5 hours to get into opening night’s Mad Max screening and yelling at French security for thinking we snuck in. THAT was a moment. I didn’t know I’d find my creative soulmate then.

Cut to 7 years later, that wonderful lay and I have written a few films together, lived together, and DO LA together. We’re best friends. so the importance of friend-making in this industry is not lost on me. I prefer the term friend-making rather than networking.

But I’m getting ahead of myself, let’s rewind a bit.

I got my start in documentary oddly enough by working in tourism, creating content for Tourism Australia’s “Best Job in the World” campaign way back in 2013 when I was selected as one of the “best jobbers”. It was a wild ride and really sparked my love for short-form social documentary content.

Moving forward, I found myself focusing on directing documentary and comedy shorts. In 2015, I had a pinch-me moment when my film “Meat and Potatoes” won 2nd place at Tropfest. It was a dark comedy about a vegan couple trying to survive the apocalypse, and was awarded by Bruna Papandrea, Sam Neill, Rose Byrne, and George Miller. Aussie ICONS. I knew I was on the right path.

So, shortly after that, after saving by working in a cinema for years, and in tourism, I packed my bags and moved to LA to chase my filmmaking dreams. It was here that I joined forces with fellow Aussie (funny how we all flock to each other when in a different country) Aphra Williams to create Mermaid Toast, a female-driven creative agency and production company that specializes in film and commercial content.

At Mermaid Toast, we’re all about collaborating and building community in the world of independent filmmaking to make filmmaking accessible. We’re diving headfirst into the exciting world of AI and creative storytelling, and we’ve got a really exciting platform in the works that’s going to bring AI-generated pitches to the forefront of the industry. Our goal? To help directors create mind-blowing pitches and secure funding for their projects, all while building a global community of industry pros.

But we’re not just about making films and commercials. We’re also passionate about education and empowering filmmakers to harness the power of AI for their pitches. Our online AI course, “A Filmmaker’s Guide to Using AI for Powerful Pitching,” is a jam-packed five-week program that’ll teach you everything you need to know about leveraging AI in your creative process. We’ve had the honor of teaching some serious industry heavyweights, like members of the ASC and Oscar-winning directors like Rob Minkoff (The Lion King, Haunted Mansion, and Stuart Little) and been featured in Forbes, so we feel we’re onto something here with this business.

What makes Mermaid Toast special is our commitment to amplifying underrepresented voices and telling diverse stories that need to be heard. We’re not just a production company; we’re a tight-knit community of passionate storytellers who are constantly pushing the envelope.

I’m insanely proud of the work we’re doing at Mermaid Toast, and I’m stoked about the projects we’ve got marinating away. Right now, I’m pouring my heart into a documentary in sports (which I can’t talk about just yet) as well as other scripted narratives which will be A LOT of fun.

Between this, I spend my time watching The Mummy (yes, the 1999 Brendan Fraser iconic masterpiece) at least once a month and see every movie I can, when I can. The core of everything we do comes from a deep love for storytelling. So whether it’s through our films, our educational offerings, or our community-building initiatives, we’re here to inspire the next wave of storytellers.

What’s the most rewarding aspect of being a creative in your experience?

Collaboration collaboration collaboration. The ability to collaborate with other insanely talented artists to bring an idea thats in your head to life, is just absolutely beyond exciting, it makes me well up with tears thinking about it. Especially if you create a space for people to contribute with ideas and suggestions! When I’m directing and on set, I always try to make it a safe space for people to say how they feel, dance, laugh and have fun which in turn fosters an environment where people feel like they are seen and heard and if they have suggestions, I’m always all ears! It becomes a community where everyone is working towards the greater good of the project, not just one person’s goals.

How’d you meet your business partner?

I do believe in kismet moments and fate. My business partner Aphra and I met in LA at a mutual friends table read. Both Aussies who lived SO CLOSE to each other back in Melbourne and never met til we ended up at an Aussie table read (we tend to flock to each other out here) in LA. After spending some time together, we found out we have a mutual friend of ours in different country who is in a band and has been a kind of best friend / big brother / massive supporter to us both in very unique ways, without us even knowing each other. When we had that realisation, it felt like a weird meant to be, especially given the context of how we both know and love this mutual friend of ours. Cut to, a few years later and now we’re extremely close friends and business partners. I’ve had a few co-collaborators in the past and Aphra truly just naturally became person I trust the most business wise in this world and I think that comes down to the fact we grew up in similar circumstances, have mutual friends and just met in a way that truly felt so kismet and meant to be.

Contact Info:

• Website: mermaidtoast.com / filmenor.com
• Instagram: mermaid__toast
• Twitter: _Ellenor
• Youtube: https://www.youtube.com/channel/UCCMU_o8TqSiXkGW8HzNUQmA

Image Credits
All images are taken by me or 2 (which are AI) are made by me using Midjourney.