DIRECTING
Over the years, I’ve had the privilege of directing a diverse array of projects, with television commercials being a particular highlight. My directing process is rooted in a deep understanding of narrative structure and visual storytelling, ensuring each project connects with its audience in a meaningful way. Whether it’s a short-form commercial or a longer campaign, my goal is to create a compelling story that resonates, evokes emotion, and drives engagement.
The key to my directing style is collaboration. I work closely with clients, actors, and crew, fostering an environment where creativity thrives. By aligning the vision of all stakeholders, I ensure that every frame speaks with intention. My commercials are crafted with an attention to detail that balances performance, pacing, and visual design, culminating in memorable, effective ads.
I enjoy when each new project challenges me to find new and innovative ways to tell stories. The diversity of content I’ve had the opportunity to direct has allowed me to continually refine my approach, ensuring my work is always fresh, engaging, and impactful.
Creating a TV Commercial
Directing is more than just calling the shots—it’s about bringing a vision to life, ensuring that every element works together to create a compelling story. My journey as a director has taken me across a wide variety of projects, but my experience with television commercials require precision, creativity, and collaboration to deliver a powerful message in a short amount of time.
Concept to Completion
My directing process begins with ‘concept conception.’ After receiving the brief, I dive deep into brainstorming, generating multiple ideas that align with the brand and message. I like to create detailed presentations for each concept, complete with visuals, mood boards, and potential storylines. These are pitched, and it’s ultimately the clients decision in which direction they want to take.
From there, I shift into refining the concept. This includes writing the script, creating a storyboard (often hand-drawn), and producing a pre-visualization (pre-vis) video. The pre-vis is a critical step, offering a rough sense of the style and tempo of the final piece. It’s a chance to see the flow of the ad before a single frame is shot
Throughout this phase, I work closely with the client, continually tweaking the script and visuals based on their feedback. Once we have a final script and storyboard, it's time to move into production. On set, I work meticulously with the cast and crew to ensure that every shot aligns with the vision we’ve developed together.
Then it’s onto the edit, where everything comes together, and the final piece is polished to perfection.
This hands-on, collaborative approach allows me to take an initial concept and guide it through each stage of production, ensuring that it not only aligns with the client’s vision but also resonates with the target audience.