All commercials start with an agency who conceives an idea to fufill a clients marketing strategy and get noticed in the marketplace. The creative team often spend days preparing a pitch, selling their idea. Once this is signed off, the agency then choose three directors whom they think are suitable to execute the creative brief.
This requires the director to take the idea and write a treatment, that shows his creative vision and manner in which he/she intends to bring the idea to life. These pitch decks discuss cast, lighting, wardrobe, styling, music, editing etc… and all have reference commercials of similar work and visuals to support the idea. This aspect of commercials is draining especially when you loose a pitch after putting days of work into creating a treatment. This is not paid, so it’s an investment into trying to win a project.
Rejection and acceptance of rejection is a key lesson to learn if you want to be a commercials director. Even the best directors loose pitches. So your journey to success will require many rejections , but you don’t know what elation tastes like till you’ve suffered, so the highs of winning are so rewarding.
Producers build their budgets based on the directors treatment, so they can provide the right elements required to execute the creative. Tough job to do as there isn’t always the money available to do what the director wants to achieve. Creatives need to deliver excellence as each job is your calling card to the next, so budget is something directors should not pay too much attention to. However the dollar always wins ?
TV commercials are the TOP end of the film industry, some of the most talented people drive this industry. It’s fast paced, its edgy and exciting. Again not for sissy’s…. its tough, relentless and you need endurance.
Clients also play a big role in the life of a commercial producer and director, as they commercial represents their brand and their strategy. This relationship is key, especially between agency and client. Clients that trust their agency end up with the best work in my opinion,
So much more to say, but hope this is a good over view
Bruce Mac
FEATURE FILM DIRECTOR 