On May 23 at the DGA Theatre in New York, SHOOT debuted its fifth annual New Directors Showcase reel, which can be seen at www.shootonline.com/go/newdirectorswebreel. The reel reflects the work of 30 helmers–25 individual directors, a three-person team and a directorial duo. Helping fashion the Showcase lineup were entries from SHOOT’s 2007 New Directors Search, entries from SHOOT’s ongoing “The Best Work You May Never See” gallery and feedback from agency creatives and producers. Here’s a look at this year’s field…
Aleysa Young
Untitled
OWD’s “Burger”
How did you get into directing?
I was working as a casting director and producing Resfest Canada, and was approached by the good people at Runt/Untitled who thought those expertise would make for a good combination as a director. I thought about it for about 2.5 seconds before deciding to give it a try.
Why do you want to direct commercials?
I can’t perform rocket surgery on account of my flat arches.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?I just finished a short that uses the porn industry as a thinly veiled metaphor for advertising.
What is the best part of being a director?It’s the perfect combination of collaboration and autonomy. And the constant snacking.
Amy Nicholson
Hungry Man
Howard Stern On Demand’s “Hiding the Salami”
How did you get into directing?After working in advertising for centuries, I took a couple of NYU classes on the encouragement of a director friend of mine. Over the course of a summer, I made a short film that went on to screen at a lot of film festivals, and eventually ran on PBS. It was so much fun that I decided to make a longer film, and test my skills on a commercial script. By then I was hooked.
Why do you want to direct commercials?Well, as an art director in the business, you learn how to make choices and you learn how to cook everything so it comes out of the oven at the same time. Directing is such a natural extension of all those skills plus a lot of other interests that I’ve always had. And being from the agency side, I understand the creative process and I can be sympathetic to how hard it is to sell something through and get it to the point where you actually get to produce it.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?My feature documentary, Muskrat Lovely, was just broadcast as part of the 2006/2007 season of Independent Lens on PBS. This summer I’ll be shooting a short film about a carnival ride, and I’m working on another long format project about people who go mental decorating for Christmas.
What is the best part of being a director?
The best part of being a director is figuring out how to approach a script or campaign idea and make it funny the way real life is funny. You get to draw on all the experiences you’ve had, places you’ve been and people you’ve met that are squirreled away in your brain and figure out which ones apply to the project you’re on. It’s a blast.
Ben Grossmann
The Syndicate
Six Flags’ “You Are Here”
How did you get into directing?When I was a kid growing up in Alaska, we didn’t have a TV in the house. I used to take pictures with my mom’s old camera and loved trying to tell a story in a single frame. When I was a teenager, I started making local TV commercials, even though we still didn’t have a TV. It was great because I got to script, shoot, cut, and mix tons of fun little stories for the clients. I got pretty hooked on it, and since then I’ve been all about working with more and more people on newer, bigger things.
Why do you want to direct commercials?I love the challenge of simplifying big ideas into bite-sized chunks.
On commercials the stakes are higher, the competition is fierce, and schedules are shorter. So there’s no time to wishy-wash around, burning money on half-baked notions. You’ve got 30 seconds to make someone say “Wow!” Not two hours to make someone go “Hmm.” Commercials are a constant flow of new challenges that require new solutions, and I really dig that.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
I’m just delivering the second of two national spots I’ve done for Six Flags, where I get the rare opportunity to attack the target audience with the product. They’re fun! We produced them entirely in-house at The Syndicate so I was able to use my background in production and VFX from start to finish. It was great to be under one roof for the live-action, editing, VFX and color.
What is the best part of being a director?
When someone looks at a spot I directed and says “Wow,” I think about the hundreds of talented people who poured their hearts into it to make that moment happen. Uniting a group of wickedly talented people with disparate perspectives to see with one vision, to create an elegant, fire-breathing, obstacle-crushing, product-selling, story-telling Leviathan…why, that’s just a heck of a feeling.
Ben Orisich
HomeNYC
Izod’s “In The Snow”
How did you get into directing?
I started directing largely due to my experience as a designer and creative director. My design work centers around the use of color, textures and organic elements to give the client’s message an emotional context. I was given the opportunity to direct by a long-term client who wanted me work on a project from concept to completion allowing me to apply my design aesthetic to live action and the post production.
Why do you want to direct commercials?
Directing commercials allows me the freedom to experiment with combining multiple elements into a concise message. Telling a story in :30 or :60 forces me to focus the creative in a way that visually cuts through and still communicates effectively. I enjoy the fact that commercials are a collaborative effort and having a strong team allows the creative to be pushed that much further.
What is your most recent spot project?
We just wrapped a four-day shoot for a national PSA sponsored by Arrow for the “Save Ellis Island Trust.” This was a great experience and progression for me as a director. I had to be conscious of the message and how it was going to work with all the advertising mediums of the campaign. The spot combines striking visual elements with inspiring stories that raise awareness of the importance of Ellis Island as a national monument and its current state of disrepair. This, falling on the heels of two Super Bowl spots, is making for an exciting year.
What is the best part of being a director?The best part of being a director is working with talented people as a collaborative team, and achieving an end result that exceeds all of our expectations. Plus, it’s fun to play with the big toys and create cool stuff.
Chad Einbinder
XM Satellite Radio’s “Jesus” (spec spot)
How did you get into directing?Craig’s list. I’ve always been into them. As a kid, commercials were all I would ever watch. My folks would yell, “commercials on,” and I’d come running from the other room, plop down and watch, mesmerized. (I think they medicate kids for that now.)
As an actor I’ve done recurring and guest staring roles on shows like, (ER, Grey’s Anatomy, & 3rd Rock), and appeared in over 75 national spots. After one long grueling ESPN campaign for [director] Jordan Brady and Ground Zero, where I had to play basketball for 10 hours a day, they all took pity on me and helped me mount my first spec job. So I guess I owe it all to Brady, [and Ground Zero’s] Court Crandall, and Monique Veillette.
Why do you want to direct commercials?I’ve done every job imaginable, from a rock ‘n roll star’s traveling therapist to pizza chef. I’m one of those guys that know a little something about everything. Directing makes all that seemingly useless info relevant. Storytelling first, but I dig the whole “art as commerce” thing. Where else can you sell light bulbs while making people laugh or cry? Done right, commercials are still one of the greatest art forms ever created.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
My writing partner and I have conceived a commercial content vehicle that is 100% TiVo proof, but please don’t tell anyone. I just shot a spot for California Avocados that takes place in a Turkish prison. Lets face it. Today’s prisoners are just not getting enough salad fixings!
What is the best part of being a director?
Casting. Collaborating with talented people all focused on one endeavor. The look on the creatives’ faces when they get what they wanted and that something extra they never even imagined. In the edit when it all coalesces and the spot is truly born. I love taking someone’s dream, making it real, only better; and hopefully, funnier.
Chamaco
ResistanceErotika’s “Toys or Juguetes”
How did you get into directing?
I found myself with a camera in my hands when I was 12 years old. I have been taking photos ever since. While most kids were drawing in school I was taking pictures.
When I graduated from high school I was ready to tell my parents I wanted to study cinematography, they’ve always supported me. I wasn’t the typical guy who attends law school for three full years only to find out that what he really wants to do is make movies.
Why do you want to direct commercials?
It’s a fantastic job where you have freedom to explore your creativity. You are capable of having influence over people, even when it comes to such mundane things as what brand of shampoo that they want to purchase. When you produce a commercial, you are not aware of the fact that you are talking to 20 million people.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
My last commercial was a Tang spot for Kraft. It was really challenging because it was my first time combining real and created worlds. We created Planet Tang in 3D where we had a bunch of kids playing and jumping all over the place, with zero gravity effects as if they were really in outer space.
What is the best part of being a director?
Nobody believes it when they find out I’m the director and that’s a permanent challenge. People have this image, this stereotype of how a director should look and act, an overbearing, imposing guy with great presence, and if I start yelling at 30 people, they simply don’t believe me. That has taught me to earn their respect with my work and my work only. It’s incredible having a job where you are rewarded not only with a salary but with directing you get the applause and public recognition as a bonus. If you earn it, of course.
CreatureOil FactoryNHL’s “Batting Cage” (spec spot)
How did you get into directing?As a young llama, I attempted to orchestrate our annual holiday dance recital. I’d choreographed a whole number for the herd. Llamas aren’t good dancers though. It was a disaster. But someone said, “hey, nice job directing.”
Why do you want to direct commercials?
Growing up I always wanted to do puppet shows with the hides of capuchin monkeys but they were too difficult to catch. Commercials are much like puppet shows but with people instead of monkey hides.
What is your most recent project?My aunt has taken up residence in a tree next to my house. I’m trying to get her down because I don’t like people looking into my bedroom window. I’m a very private person.
What is the best part of being a director?
I like dried apricots. People listen when I say “Get me dried apricots.”
Don & John (a.k.a. Don Shelford & John Knecht)
HSI Productions
Anheuser-Busch’s (bud.TV) Guided Meditation With The Billy Lama
How did you get into directing?We’d both been individually seeded with the idea of becoming directors, but doing it alone felt awkward. And while living in Amsterdam, we got together and thought how cool it would be to share the adventure and bring our individual skills together and make great things happen.
[HSI director] Paul Hunter thought this was a great idea, told [HSI VP of commercials] Kerstin Emhoff and now here we are.
Why do you want to direct commercials?
We’ve been thinking and dreaming them up our entire careers, and they’re such awesome formats for storytelling. Both of us discovered that we like being on sets: casting, set design–working with all the talented people that bring a production to life. And directing actors is amazing fun. We want to be involved in these things every way we can and directing surrounds us with that.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?Following on the heels of the Bud.TV comedy shows, we directed a music video for artist Nya Jade. It was our second music video and it involved a nine year-old kid playing the role of an adult office worker who gets laid off. Nya wrote this great song and it was really fun to translate those emotions into a story.
What is the best part of being a director?Being in the middle of everything–all the talented people that do their thing so amazingly well. We’ve been immersed in a new culture of artists and talents that we never had access to before in such a collaborative way. It’s also fun to be in control of all the nuance, the little things that make everything come alive.
Evan Silver
MTV Networks
On MTV Tr3s’ “Jaimie” on-air promo
How did you get into directing?
My father was a big creative director in advertising and I’d visit his film sets growing up. I saw his storyboards come to life with actors, sets and lights and was just blown away by the experience. After college, I took a job as an art director, which I enjoyed, but something kept pulling me towards directing. I enrolled in a series of intensive film and acting classes and started creating short films and videos for skateboard companies. Those films, and my advertising background, eventually led me to a directing gig at MTV on-air promos, which has truly been such a wonderful experience from day one.
Why do you want to direct commercials?
It’s a completely magical occurrence to lose yourself in a story, as a viewer or as a creator. When a spot works, time stops. For those few moments, reality is suspended and the only thing that exists is this spectacular new world unfolding before your eyes. And maybe a Playtex logo.
What is your most recent spot project?
I just directed a 20-spot TV campaign for MTV TR3S. We filmed across the country for four weeks, shooting the life stories of young Latinos living in the U.S. It was the most heartening experience I’ve ever had directing. Next up is another campaign for MTV, featuring a mix of A-list celebrities and handsome farm animals. For real!
What is the best part of being a director?
As a kid I wanted to be a fine artist, a cartoonist or a stand-up comedian. Directing combines all those dreams. In fact, directing involves everything I’m passionate about; art, design, photography, fashion, storytelling and working with inspired, creative people—from the actors to the agency to the crew.
Geordie Stephens
Tool of North America
Keep California Beautiful’s “Mobsters”
How did you get into directing?
I started out as one of those annoying agency art directors who would sit over the shoulder of every director I worked with. Inevitably, I would be banished to video village. It was only a matter of time before I made the move into that chair next to the camera. Luckily, after I left Crispin Porter + Bogusky, [Director] Erich Joiner put his faith in me and signed me at Tool.
Why do you want to direct commercials?
When I was growing up, I watched a ridiculous amount of television. I also had a very strange sense of humor, and loved trying to convince people of stories that had no inkling of truth. To me, commercials are not that un-similar. Like all stories, one has the ability to adlib, stretch, and/or distort that story to make it more compelling, or funny. As a director, that is essentially my job.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
I recently finished a short film for Ray-Ban under the tagline “Never Hide.” It was an open brief where I got to help write the idea as well as direct it. I took the premise of people’s ability to display public affection, and how the surrounding audience responds to this. The un-suspecting public got quite a show.
What is the best part of being a director?I can finally say that I am doing what I always wanted to do. I finally get to give my take on a story, and bring it to life. And, it’s not just me. It’s a giant mass of very talented people who all have the same goal: To make the project great. I love the collaboration I can have with the agency creatives, the cinematographer’s thoughts on storytelling and camera, etc. Also, my team at Tool. Jennifer Siegel and Brian Latt are fantastic producers. They, along with Erich really look out for me.
Javier PratoEnglish Without Barriers’ “Bilingual Cat”
How did you get into directing?At age 14, when I got my first video camera, I turned my house into my own sound stage and my family and pets into actors. First I began shooting almost everything that was around me, my family, my pets, the neighbor, myself and so on. Then I talked my best friends into playing actors and made all kind of films such as horror, action, comedy and even a 3D film. In 1998 I moved from my hometown Argentina to Hollywood, and enrolled in the cinema program at Los Angeles City College, in which I learned all the basics in filmmaking while continuing making my own short films and spec commercials.
Why do you want to direct commercials?Commercials are like short films in a way, but even better because you get paid for it. My ultimate goal though is to direct feature films, and commercials are like films in a way, little stories cramped in a very short time, and if I can tell a story with a beginning, middle and end in just one minute, I know I’ll be able to handle a feature.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
I just did a commercial for the Hispanic market “Inglés sin Barreras,” which is a famous conversational video course that teaches English to Hispanics. I am now working on the script for my first feature film that will be a continuation to my acclaimed short film Jesus Christ! The Musical.
What is the best part of being a director?
That you can become a god and create your own universe.
Jeff Aron Lable
Naturalmarket.com’s “Birth” (spec spot)
How did you get into directing?
I was studying painting and music in college, until I took a film class. Once I realized that directing combined all the things I loved, I couldn’t imagine doing anything else.
Why do you want to direct commercials?
Because we get to turn the world into one big game of tag, have dogs come out of people’s mouths, tattoo kids’ foreheads, sing and dance about PMS, and destroy The Gap.
What is your most recent spot project?I am getting ready to shoot some spots and a viral campaign for Gearbox–a cool, new sporting goods company.
What is the best part of being a director?Getting to create my own little vision of the world for the day.
Jeffrey MorganLillie & Leander: A Legacy of Violence trailer
How did you get into directing?As far back as I can remember I have loved movies. In high school, I spent a whole summer vacation watching the classics at a rate of three or four films a day. I started directing narrative short films when I was 15 years old and was hooked. After graduating from NYU film school in 1999, I went into advertising to pay the bills and help finance my filmmaking addiction.
Why do you want to direct commercials?
Telling a story succinctly in :15 or :30 seconds is one of the ultimate challenges to me as a director. I see commercials as an amazing training ground for Hollywood feature filmmaking as you are under tremendous pressure to deliver and you must be able to work constructively with the powers that be. Commercials are also a great way for a director to experiment in different genres and styles of storytelling without having to devote years of your life to one project.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?I just completed Lillie & Leander: A Legacy of Violence, a feature documentary that I directed, shot, edited, and co-produced. It world premiered at the 2007 Tribeca Film Festival and will continue to play the festival circuit. I’m currently developing a horror film set in the world of advertising written by Cohan Andersen and another feature I wrote a few years back called Apache Way.
What is the best part of being a director?Aside from the big comfy chair you get to sit in, directing for me has always been a gateway to new life experiences. It’s the only job in the world that you get to invest yourself emotionally in observing and understanding the human experience in order to try and reflect or recreate it on screen. It is more of a lifestyle than a job. As a director you must be constantly engaged with life, people, and emotion. What can better than that?
Jonathan Bensimon
Industry FilmsXVI International AIDS Conference’s “Time To Deliver”
How did you get into directing?I got into directing through cinematography. I worked as a DP for two years once I came out of school, an EP saw a film I had directed and shot (The Man and the Red Balloon) and we started developing a reel, I still shoot for other directors but mostly films. I recently joined Industry Films and we are in the works of refining the reel.
Why do you want to direct commercials?As a kid (around 12), I was given a VHS of a Cannes reel, the spots I saw were mesmerizing. Once I got to film school the Lions were an integral reference to me; at that point I had ambitions of becoming a commercial director/DP. I also find the collaborative aspects of working with ambitious creative teams to be rewarding, seeing the trajectory of a good spot seems to emerge from various stages of development.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
The Children’s Miracle Network is host to a walk for children’s hospitals sponsored by Wal Mart, Publicis and I just finished a spot encouraging people to come out for the walk.
What is the best part of being a director?Directing.
Kirk Duffy
Schell’s “Metric” (spec spot)
How did you get into directing?Set a goal to direct, convinced others it was a good idea.
Why do you want to direct commercials?It’s a great challenge to tell a story in 30 seconds, and I’ve
never had a bad time on a commercial set.
What’s your most recent spot project?Three spots from last year’s Group101Spots program: Polaris’ “Ramundo”, August Schell’s “Metric” and XM Satellite Radio’s “Makeout”.
What’s the best part of being a director?
Tell you when I get there.
Leonel Fernandez
Big Mama
MTV-Staying Alive’s “Gossip”
How did you get into directing?
I would say it was either destiny or by accident. Since I was very young I loved writing and drawing comics, which led me to study graphic design and eventually work in advertising. This was the perfect situation to be in contact with film and commercials.
Why do you want to direct commercials?
It was the logical transition between the experience and the fun of working in advertising. Plus my fascination for film.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
I just finished two very wicked and funny spots for Burger King and a Noiresque-film music video set in the 40’s.
I’m about to start the production of a short film about a character who has a “love-hate” relationship with himself.
What is the best part of being a director?
The entire process has it charm.
Matt FischmanESPN’s “Cockfight” (spec spot)
How did you get into directing?
I interned at RSA while I was a student at USC school of cinema- television. Before I interned there, I thought, “commercials? who the hell wants to direct that crap?” Then when I went to RSA, it was like I was opened to a whole new world. I watched reels from Traktor, Bryan Buckley, Kuntz and Maguire, Martin Granger, Christopher Guest, Lionel Goldstein, and many more. These reels showed me that directing commercials can be a great opportunity to do something that is unique, cinematic, and hilarious.
Why do you want to direct commercials?I want to do work that is completely unique and entertaining. Make spots that people will want to watch over and over again–work that people will pass around to each other and say, “you gotta see this thing. It’s f#%@in’ awesome.” I want to help change the perception of everyone outside the industry that think that commercials are terrible and annoying. They can be great. Creatives and clients just have to be brave enough to push those ideas. Besides, directing beats a boring 9-5. Instead its a hectic 9-9, up all day and night going nuts; wait, why do I want to direct again?
What is your most recent spot project?
I’m working with Scott M. Kaplan from BDDO NY on a spec spot.
What is the best part of being a director?Collaborating with people you have fun with on work that you love. I know it sounds cliche, but its true.
Matt D. Helfgott
Ameriquest’s “Brownie” (spec spot)
How did you get into directing?I’ve always had the natural drive and interest since I was very young. Then I was recruited to be a stand-in for Elijah Wood in a movie when I was 11 and haven’t been far from a set since. Until recently, I had my hand in a whole array of production and post jobs on TV shows and commercials and I’ve been consistently shooting PSAs for non-profits. I joined the supportive Group101Spots where I continued to build my reel shooting spec work. During that time, I befriended various agency creatives and was awarded a real spot and here I am, starting the next leg of my journey.
Why do you want to direct commercials?
Simply put, I love it. I enjoy collaborating with creatives and the thrill of bringing a concept to fruition. The short form is such a manageable yet challenging and stimulating medium. As a comedy director, I value subtle humor and allowing moments to breathe. I definitely classify my work as comedy that stems out of familiar situations rather than comedic characters. Many little slice-of-life moments amount to something big. Less is often more.
What is your most recent spot project?
I teamed up on a spot for Holland’s National Job Bank with the Dutch Agency Selmore. It was a great opportunity because the creatives brought years of experience to the table, so there was a lot for me to learn in the process. They also included me throughout postproduction on a daily basis which was a nice perk. I hope to keep working in Europe in addition to the States.
What is the best part of being a director?
I enjoy bringing together talented crew and cast and allowing them to do their jobs, not micromanaging. When everything comes together on the shoot day, and the agency and client are excited, the shoot can be such a creative rush. I strive to run a very happy, friendly, mellow set and produce smart ideas. I look forward to an exciting year ahead.
Nir Bashan
BeachHouse FilmsHonda’s “Brand New” (spec webisode)
How did you get into directing?Two words. The Big Lebowski. And I have always been really good at telling people what to do. And I have a classical music background, so I tend to see the music and hear the picture.
Why do you want to direct commercials?Directing Commercials, especially today, requires an “incredible blend” of different talents to keep in the forefront of what is new, fresh and exciting. This “incredible blend” is the DNA that my parents united to create. Thanks Mom’s and Pops!
What is your most recent spot project?
I worked on episodic viral spots where I created characters that exist in their own worlds as super-conduits of the client’s product. These characters then serve the client in unobtrusive ways, so that the viewer never feels overwhelmed or overtly advertised to. In this way, my latest work is able to keep the element of storytelling nuance at the forefront, while at the same time maximizing client exposure. (I absolutely used a thesaurus in the construction of this paragraph.)
What is the best part of being a director?Rolling onto set in my 1997 Honda Civic and everyone thinking that I’m the P.A.!!
Philip Boston
Alturas Redfish Films
Eveready Energizer’s “Aliens”
How did you get into directing?
Working in production as an art director for the likes of Tony Kaye, Tim Burton and Tony Scott, there was no way, as a creative individual, that I wasn’t going to try my own hand at the craft. The love of the craft is contagious when you’re around directors who inspire you and are willing to teach at the same time. I was lucky to have learned from the directors I worked with. Storytelling comes in many art forms and directing commercials is a medium I fell in love with.
During this time I also studied advertising at the Pasadena Art Center, where I wrote and directed my first spots. To my surprise they went on to a win some awards, one of which was a Silver Clio.
Shortly afterwards, I was offered to direct my first feature film. It was a documentary with Warner Brothers called the The Billabong Odyssey.
Why do you want to direct commercials?Commercials afford a director a different type of investment in the creative and in the creative process. You work to flush out ideas that will resonate in a short period of time-30/60 seconds. And then to execute those ideas and tell the story you’re trying to tell..it’s an amazing challenge and pretty rewarding. There’s a lot at stake and you have to deliver. What’s more impressive than moving someone, making them laugh, think and so on in 60 seconds or less? It’s brilliant.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?My most recent project is a series of commercials/short films for Red Bull. They will have a viral Internet release and are also slated to play in select theatres. I co-wrote and co-directed them with Ben Nott, my friend and creative partner.
What is the best part of being a director?There’s nothing better than taking a great idea and bringing it to life–it’s the most tangible form of communication. And the process–interfacing with people that not only get it but can make you work harder at becoming better—works for me.
Robbie Pickering
Careerbuilder.com’s “Stuck” (spec spot)
How did you get into directing?When I was a young kid, I thought that movies just magically appeared on the screens at our dollar-movie theater in Houston. Once I found out that someone was actually making those movies, all I knew was that I wanted to make them too. So I started writing and directing dinky little films with my friends, and I’ve never really stopped. The actors and the material have gotten better, but the impulse to entertain people and make them forget about their lives for a short time has always remained the same.
Why do you want to direct commercials?It’s kind of a cliched thing to say, but each commercial is like directing a mini-short film, and that’s really the fun of it. It’s beyond rewarding to make someone laugh in the space of 30 seconds or a minute, and I love that challenge. I also love the tremendous collaborative effort that goes into making a great spot.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?I was one of six directors selected for the Film Independent (formerly IFP/West) Director’s Lab where I directed several scenes from a feature screenplay I also wrote entitled Natural Selection. The film has since found financing and we are now in the process of casting. I was also recently hired as a script doctor on a Sony movie being released this fall.
What is the best part of being a director?It’s hard to pick just one part. Working with intelligent actors. Creatively thinking my way out of a tight spot.
Rob Luehrs
Reactor FilmsNike’s “Shutter Speed” (spec spot)
How did you get into directing?
In the past 10 years as a creative director in some of New York’s top advertising agencies, I have been fortunate enough to work with some of the most talented directors in the world. It didn’t take long for me to fall in love with the craft and on every shoot I was much like a human sponge, absorbing every little bit that I could. Once I felt I was ready I really didn’t hold back and spent the equivalent of a three-bedroom house in Oklahoma on my spec reel.
Why do you want to direct commercials?
As I said, I absolutely love the craft and every aspect of it –but what has always inspired me is having the ability to tell a high concept story. Especially stories with a strong human element–perhaps the main character is flawed, or it’s about a couple in conflict and a pair of diamond earrings is the resolution. That’s what really inspires me and that’s reason I started directing–telling a great story.
What is your most recent spot project?We’re bidding on a really cool project right now that I’m excited about but not at liberty to discuss just yet. My other project is a short entitled “The Purpose” that I am scheduled to start shooting in the fall. It’s a powerful, edgy story with a great theme, offensive language, nudity– all that good stuff the networks would never allow.
What is the best part of being a director?
Discovering a killer camera move on the tech scout. Two hours left in the day and you’re four shots ahead of schedule. A freestyle motocross champion jumping off a cliff and throwing a one handed back flip and landing into a Beverly Hills infinity pool could very well be your next board.
Sean Morris
NOTAR Realty’s “New Neighbors”
How did you get into directing?I was born and raised in Alaska and during the winter we’d see a lot of films. My dad took me to Star Wars when I was a kid and that pretty much sealed the deal. I still have the first storyboard I drew when I was six. Went to film school in L.A., got my BA in cinematography, and was an agency spot editor for a number of years. It was great training and I still edit a lot of my own stuff. The first thing I directed was a ridiculously low-budgeted music video on Super-16mm for $900. It was featured on HBO and that got the ball rolling.
Why do you want to direct commercials?Commercials are the haikus of the film world; you have the challenge of telling an entire story from start to finish with very limited time. And since you have an audience armed with a remote control and 400 other channels, you need to make it grab people. Plus I love the creativity–every job is a different kind of adventure.
What is your most recent spot project? If you haven’t done a recent?commercial, what is your most recent project?I speak Swedish and recently directed a commercial in Stockholm for the real-estate company Notar. I was also the DP, so the European differences were interesting–25fps, 220 volts, telecine in PAL, etc. Not quite as interesting was only having one day to shoot, in minus 15-degree weather with a 104 fever. I was deathly ill from something I’m convinced was an ancient Viking plague that lay dormant for centuries, patiently waiting for me to show up.
What is the best part of being a director?
Being able to form the nebulous glob that was just a concept days before into a finished project–in spite of all the roadblocks and compromises that get thrown at you. Seeing everyone’s hard work and collaboration turn into the final product is a kind of magic. I never get tired of that feeling.
Sophie Gateau
Paranoid USB.C. Ministry of Health’s “Cube”
How did you get into directing?
I graduated from architecture and art history, doing at the same time a lot of photography and Super 8 movies. Not so long after, I finished a master in graphic design and film direction in the Parisian art school “Arts Décoratifs,” and I began my professional life in the special effects world as a graphic artist. I started to work with Francois Vogel the director on a bunch of projects, and so i met Claude Letessier, the Paranoid US executive producer, I showed him my work, and here we are!
Why do you want to direct commercials?Directing commercials is for me an exchange, with the agency, with the art people, with the crew on the shoot. I’m very involved in each part of the making of a commercial, the concept for sure, the graphic part, but also the art direction, the wardrobe, the photography, the post and the sound and music, so it’s a perfect “condensé” of all I’m interesting in.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?
My most recent project is a short movie for Coke, it just launches very recently, the 18th of may, but it’s not really a commercial because we didn’t have to show the product, The job I did before was “Act Now” for the BC government in Canada with TBWA, a spot based on the idea of a Rubik’s Cube.
What is the best part of being a director?Meeting with so many different people to work together. Having everybody working in the way to make your ideas and visions existing. I love this job!
Three Legged Legs
Green Dot FilmsGE’s Samurai (GE Imagination Theater)
How did you get into directing?We hit the ground running straight out of school… exactly one year ago actually. We had been making short films together for a year when the fellas at Green Dot Films contacted us about representation. They lured us in with promises of girls, cars, and mansions, none which have been delivered as of yet.
Why do you want to direct commercials?The commercial world is great place for short form storytelling. Every project demands a different approach aesthetically, technically and narratively. It keeps us on our toes and gives us the opportunity to constantly try new things.
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?We just finished two spots, very different from each other. One is a super psychedelic, fully animated short film for Havaianas out of BBDO New York. The other was more of a photoreal, vfx spot for Amp’d Mobile out of Taxi, New York.
What is the best part of being a director?Having the freedom and the resources to create whatever you want… most of the time.
TJ Hallgreatguns: usaPentel Pens’ “The Big House” (spec spot)
How did you get into directing?
While I was in the Navy, I was in charge of movie night on my aircraft carrier. I picked out the Saturday night feature for three years. Upon getting out of the Navy, Directing seemed a logical choice. I went on to be an assistant editor at Spotwelders and started writing and directing short films.
Why do you want to direct commercials?It is a great venue for creativity.
What is your most recent spot?I just wrapped a three-spot campaign for the TV show Stargate Atlantis.
What is the best part about Directing?Blowing things up.
Tony Petrossian
Rockhard FilmsNike Branded Content “Beijing Ballers”
How did you get into directing?I started with magic tricks at age 10. I was fascinated by illusions, until I got a Polaroid. Then forced perspective and trick photography took over. Suddenly, my sister could defy gravity and stand on our bedroom wall! At 15, I got a camcorder; my world was blown wide open. Now, my sister was running up the walls and my action figures were wrestling one another in stop motion. I made a short film of my puppy jacking the family car to go buy doggy treats. My grandma was my stunt driver; tucked beneath the steering panel, steering through a mirror while Honey, my dog, “grabbed” the wheel. This ended up on America’s Funniest Home Videos. Seriously. I haven’t stopped making films since. After years of visual experimentation, one of my music videos got some acclaim on MTV. This allowed me to do my greatest magic trick of all. I quit my day job.
Why do you want to direct commercials?I relish five disciplines: magic, psychology, art, marketing and film. Commercials allow me to combine all five. Commercials marry artistic expression with functional utility. It’s art with calculable results. What could be better?
What is your most recent spot project? If you haven’t done a recent commercial, what is your most recent project?In March I directed a Nike project through Wieden + Kennedy, Shanghai.? It was their first music video, and my first branded content piece. Their budget was challenged, our expectations huge, and the opportunity to shoot in Beijing with a Chinese DP was entirely unforgettable. Now, I’m editing a video I directed featuring Corey Taylor with this new rock band Apocalyptica, who use cellos instead of guitars.
What is the best part of being a director?Directing requires me to be an artist, leader, traffic cop, psychologist, good guy, bad guy, mediator, teacher and student all at the same time. It is a multidisciplinary craft that draws upon a diverse skill set. This satisfies me like nothing else I’ve experienced.
www.shootonline.com/go/newdirectorswebreel
