3 minute read
Empowering Talent: How Zebedee is changing the face of media
It was a simple walk down the beach that sparked a lightbulb moment for sisters-in-law Laura Johnson and Zoe Proctor—one that would go on to reshape the modelling industry. They envisioned a world where people with disabilities, visible differences and neurodiversity were genuinely represented in the media. From that conversation, Zebedee Talent was born, fuelled by a vision to create a media landscape where everyone is valued and authentically seen.
“It was clear to us that there was a lack of opportunity for disabled people within the media and fashion worlds and we wanted to change this.” said Laura.
“Before we launched, there were very few agencies and clients that would consider disabled talent, and this felt very wrong. As soon as we had the idea, we know that an inclusive agency was a much-needed addition
to the industry, and we would do everything we could to get disability included in diversity conversations and actions.”
Driven by a mission to break stereotypes, they took proactive steps—reaching out to UK disability groups and setting up social media accounts to attract talent. The name “Zebedee” was chosen by Zoe’s performing arts club – a play with the letter Z and also inspired by a cheerful, spring-loaded character from The Magic Roundabout, symbolizing resilience and joy, much like the agency’s spirit. Their persistence paid off, as they gradually built relationships with casting directors, pitching Zebedee talent even when disability wasn’t specifically sought after in roles.
Zebedee’s big breakthrough came when their talent began landing major campaigns, such as a Gucci Beauty ad featuring Ellie Goldstein, a model with Down’s syndrome. This milestone was followed by another high-profile gig when Lenny and Willow, babies with Down’s syndrome, starred in a Pura baby wipes ad, fulfilling Laura and Zoe’s dream of seeing young disabled talent fronting mainstream campaigns.
“Before we launched, we had discussed what success would look like in terms of impact in the industry. Zoe imagined a high-profile fashion campaign, whereas I, a new mum, really wanted to see inclusive baby products (at that time there had been absolutely no nappy packaging featuring a disabled baby). The in summer 2020 this was realised with Ellie and Lenny Willow booked these jobs and we could not have been happpier!”
Despite successes, the journey has not been without obstacles. Some casting calls and venues remain inaccessible, making the audition process challenging for their clients. Nonetheless, Zebedee’s impact has only grown, now representing over 1000 models and actors globally and continuing to champion a world where beauty and talent are authentically diverse.
“The global population with a disability is thought to be around 20%, and we will not stop until advertising is representative of this.”
“We want our talent to feature across all media platforms as models, actors, content creators and more. We also now represent creatives and consultants and are taking our fist steps into production ourselves.”
For more on Zebedee Talent, check their website at zebedeetalent.com/uk or Instagram www.instagram.com/zebedeetalent
