FAQ
Frequently Asked Questions
About the industry
What is a tabletop director?
A tabletop director is a film director who specializes in shooting products, food and objects on a table-level surface. Tabletop directors work primarily in advertising, creating commercials for food brands, beverages, cosmetics and packaged goods. They combine technical precision with creative vision to make products look compelling on screen.
Tabletop directing requires mastery of macro photography, lighting for reflective and textured surfaces, motion control rigs, and often high-speed cameras like the Phantom Flex. The best tabletop directors bring a distinct visual language to every product category they work in.
What is the difference between a food director and a food stylist?
A food director is a filmmaker who directs the overall commercial or film, controlling camera movement, lighting, pacing and storytelling. A food stylist is a specialist who prepares and arranges food to look its best on camera.
On a food commercial set, the director leads the creative vision while the food stylist ensures every ingredient, sauce drip and garnish looks perfect in frame. Both roles are essential to great food advertising. Director’y features both food directors and food stylists.
What is a food film?
A food film is a commercial, advertisement or branded content piece that features food or beverages as the primary subject. Food films range from quick social media spots to high-end TV commercials for global brands. The food film industry encompasses tabletop directing, food styling, motion control, CGI integration and post-production.
How much does a food commercial director cost?
Director fees for food commercials vary significantly based on experience, market and project scope. In Europe, day rates for food directors typically range from EUR 2,000 to EUR 15,000+. In the US, rates are generally higher. Factors include the director’s portfolio strength, production complexity, usage rights and whether the project involves tabletop, beauty or narrative elements.
Director’y does not represent directors but helps you discover and contact them directly.
What is motion control in food filming?
Motion control is a technique using programmable robotic camera rigs to create perfectly repeatable camera movements. In food advertising, motion control enables dramatic swooping shots through ingredient splashes, precise product reveals and seamless multi-pass compositing. Popular motion control systems include BOLT, Milo and KIRA.
About Director’y
What is Director’y?
Director’y (directorroster.com) is the world’s first online hub dedicated to food, tabletop and beauty directors. It is a curated platform where agencies, brands and producers can discover directors, browse food film references and access industry insights. Director’y was launched as a transparent initiative curated by Bites Production Hub, a Warsaw-based food content production company.
How do I find a food commercial director on Director’y?
Director’y offers advanced filtering tools to help you find the right director:
- By directing style: effects driven, narrative, visual driven, works with actors, social media driven
- By director attributes: mastery, young blood, pro
- By region and country: Europe, Asia, Africa, North America, South America, Australia/Oceania
- By food category (in Films): burger, chocolate, pasta, ice cream, coffee, BBQ, pizza and 30+ more categories
- By mood: artsy, dynamic, funny, nostalgic, romantic, glamour, natural
You can also browse 14 curated collections organized by theme.
Is Director’y free to use?
Yes, Director’y is free to browse. You can view director profiles, food films and industry insights without an account. Free registration unlocks additional features including advanced filters, director contact information, curated collections and the ability to save favorites.
Who is behind Director’y?
Director’y is curated by Bites Production Hub, a Warsaw-based ecosystem of brands specializing in food content production. Bites has produced campaigns for clients including Google, McDonald’s, Nestle, Heineken, SodaStream and AppleTV+. Director’y was founded by Jakub Laskus and is editorially led by Agnieszka Celej as Editor in Chief.
How can I get featured on Director’y?
If you are a food, tabletop or beauty director and want to be featured, contact the editorial team at info@directorroster.com. Director’y is a curated platform, meaning the editorial team reviews submissions to maintain quality standards.
Does Director’y represent directors?
No. Director’y is not a talent agency. It is an independent platform that provides visibility and discovery tools. Directors featured on the platform maintain their own representation. Director’y connects potential clients with directors but does not negotiate fees or contracts.
