1) Three things. One: Be the leader through clear communication and embracing collaboration. Everyone on your crew and at the agency wants you to succeed, but they cannot read your mind. Two: stay relevant by studying ads and enrolling in Commercial Directing Bootcamp. Three: Keep your sense of humor. You get to shoot a commercial.
2) Protect the director from the crap she doesn’t need to worry about during the shoot. Never consider muffins and pastries as breakfast.
3) I am a huge believer in shooting tests or finding the lens on the scout. Having done dozens of forced-perspective gags (a 100 year old technology) I got cocky and thought we could quickly find camera placement “on the day”. Well that was a huge time suck that I could have avoided by having a finder on the tech scout. Rookie move on my part.
4) Our highly successful Toyota “Built To Amaze” campaign with Saatchi & Saatchi LA has amassed several million views, and effectively driven sales, which is the point. The combination of digital wizardry and old school camera trickery leaves civilians and industry folk scratching their heads as to just how these spots are done. Our entire team of creatives, producers, editorial and sorcerers (thank you Arsenal Creative) collaborate from prep through post.