The Commercial Process: A Director’s Point of View
by Tony Johns
What is a Commercial Director? Unlike a feature film director, who has at least 90 minutes to tell a story, a commercial director has, usually, only 30 seconds. Like a feature film director, however, the onus is on the commercial director to tell a story and to entertain. More than this though he has to persuade the consumer to buy a product. How the commercial director goes about this is to a large extent dependent on budget. This can be anything from a few thousand dollars to a few million but the approach from start to finish is usually no different from the approach to feature filmmaking. The same technical crew and staff are required as well as the same post-production follow through.
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