MASTERING THE DIRECTOR-CLIENT RELATIONSHIP

A film director can either be your commercial's biggest asset or its biggest pitfall. Throughout my career, I've built relationships with hundreds of directors — some through my producing and 1st AD career, and others through our studio's own directors agency. While some think a fruitful collaboration with a director solely depends on what director you hire (which is not entirely false), most of it really depends on how you approach the relationship with your director (just like with any other tool).

There are many things we can cover within the subject matter, but today, I want to focus on creative management.

MYTH #1: "The director couldn't be available for this project."

Sounds familiar? That's something you probably hear a lot from reps and production companies. Well, sometimes this can actually be true — there are some busy directors out there who don't even have a minute to think about how they can fit your project into their busy schedule. However, that's also a common code for "the director didn't like the creative." Not liking the creative is the #1 reason why directors turn down projects.

What's the solution?

When you are sending out your creative in hopes of sourcing some good directors, mention that you are open to receiving input from the director on your script. The success of such a move will solely depend on two things:

• How bad the script actually is (a.k.a. if there is any hope for recovery)
• How willing the director is to get hands-on in saving the project (we'll chat about it in the next paragraph)

MYTH #2: "Directors are hired to direct commercials, not to be involved in creative and scripts."

While it's true that directors are hired primarily for their directorial skills, most of them are very interested in getting involved in all sorts of creative affairs and are very capable of succeeding in them. Many directors find joy in writing, brainstorming different ideas, working on their passion projects, or simply creating something new. That is the type you actually want in your corner — a collaborator willing to get their hands dirty and contribute to making your project better.

How do you attract and manage a collaborator?

• Start by stating that the director's input is not just welcome but encouraged.
• Build your relationship in a way that the director feels comfortable sharing their thoughts and suggestions.
• If you are willing to skip the bidding process, you can include the director of your choice in the creative discussion/development from the very beginning.
• Show some appreciation, which is, unfortunately, a foreign concept for many, so I guarantee it will make you stand out. Like any collaborator, a director who feels valued and empowered is likely to deliver their best work.

MYTH #3: "Our brief/script is pretty clear, so there is no need to waste our time on briefing the director."

While I'm a firm believer in written correspondence and, in most cases, prefer emails over calls and meetings, some things just cannot be effectively done in any other form but verbally. The director's briefing is one of them. Whenever a director's briefing is skipped, it is perceived as a huge red flag for many directors and reps.

Here's why:

• For the bidding stage: the assumption is you have shortlisted too many directors to write a treatment for your project. So, now you don't have enough time to brief directors OR have a two-sided conversation with each of them (shout out to the ones who prefer to record their one-sided briefings and send it out to all directors invited to pitch in).
• For the project kick-off call: the assumption is you don't value the director's time and expect the director to put a lot of work into something without receiving further instructions. Normally, situations like these end up in a lot of rework because it's nearly impossible to be on the same page about something you haven't properly discussed.

In summary, effective collaboration with a film director can significantly impact the success of your commercial. While it's important to choose the right director for your project, equally crucial is how you manage the creative process and communication with them. By being open to the director's input, building a comfortable working relationship, and showing appreciation for their contributions, you can harness the full potential of your director as a creative collaborator. Remember, a director who feels valued and empowered is more likely to deliver outstanding results for your project. So, embrace the creative partnership, and your director can become your commercial's greatest asset.