Depending on how established you are in the commercial world, how diverse and strong your network is, and where you’re based, navigating the industry today feels like riding a rollercoaster blindfolded. Directors are no longer just directing. We’re being asked to take on more roles, wear more hats, and juggle more tasks than ever before. While this trend isn’t going anywhere, it can still be a creative journey.
When we started as a small production company – just me and my partner – we worked mainly with a few local clients on retainer. Occasionally, I’d land bigger projects where I’d step in solely as a director. This setup helped me develop a diverse skill set by being involved in every stage of production. While this sometimes clashed with the singular focus of directing, it also allowed me to understand the needs of agencies and clients better, aligning with their perspectives and collaborating effectively.
On larger-scale projects with solid budgets and agency involvement, having a client-focused perspective becomes even more important. The goal is to bring your expertise to the set and find the most efficient and creative ways to bring the client’s or agency’s vision to life, all while filtering it through your unique perspective.
Shrinking and Expanding
Today, more than ever, companies are on the hunt for budget-friendly solutions. While often seen as a limiting factor, for us, this has been an opportunity to grow and build stronger relationships with clients. Over time, they’d come back with new projects – sometimes with even tighter budgets. But often, those constraints come with a silver lining: more creative freedom and the chance to help shape the concept itself.
One example was when a client asked us to develop a campaign concept for their new product launch, armed with a vague brief. It was a challenge, no doubt. We weren’t just creating a video – we had to conceptualize a campaign, including a series of stills. Despite the challenges, it turned out to be one of the most creatively fulfilling projects we’ve worked on.
The product? A line of colorful tableware with bold, vivid textures. We infused vibrant colors, scratches, splashes, and spirals into every element of the production – from the backdrops and props to the food actions and camera movements. To top it off, we created a series of stills in the same style for their print and editorial needs.
