As a copywriter, I’ve had the opportunity to work on big commercial sets with Chevrolet and even had the responsibility to go direct some smaller social media style campaigns for clients. I love the energy of being on a set. Cameras, rigs, lights, getting up at the crack of dawn in the mountains of Malibu to catch early morning light — it’s a natural rush. On top of all that, there’s the bond and connection with the cast and crew, and the playful magic that fills the day when a bunch of people are working in coordinated efforts to make something… even if it’s just a thing on TV most people wish they could skip.
I like being a copywriter, writing scripts and all that.. but I’m gearing towards a new path, focusing on learning camera equipment, editing and starting to shift my sights on directing too. At the very least, understanding directing and having those skills will help me be an even more well-rounded and experienced agency Creative Director in the future. I figure it’s good for a multitude of paths.
Coming across Jordan Brady’s Commercial Directing Masterclass seemed like the perfect place to dive into. I gravitated toward his style and work and I liked him from the moment I read he used to be a stand-up comedian. I thought, this is my guy to learn from... comedy has long been my compass and a bonding glue for friends in general. It’s easy to recognize Jordan’s comic strengths in his work, treatments and his natural ability to charm and delight cast, crew and clients. Which are all superpowers and essential skills for a director — and ones that I want to expand my own confidence in.
As a younger copywriter, this class would have been extremely valuable to take, just to see and understand and empathize with the role of the director. See how he has to juggle all the expectations, egos and also find a way to effectively execute a vision for the agency and client. But at the same time, keeping his taste alive and well, because that’s what keeps his work something special and unique.
Overall this class was a great and enriching learning experience... Watching this set of videos is like downloading Jordan Brady’s brain and years of collective knowledge and experience from directing commercials. There is no hoarding of the knowledge here. He shares his secrets, golden nuggets of advice and even the things he might be a little afraid to tell. Like how he preps his one-liners and acts like he’s making them up on the spot or works in shoot time for those extra alt lines (yet while still keeping the mandatory script the priority, of course)
After getting inspired and pumped up to become a commercial director. I’m also feeling a little deflated, a deep sigh of, “oh-shit there’s a lot of things and steps I need to take to get there.” So now what do I do? How do I start? How do I muster up what I know, from learning shooting and editing to transform that into funnier, smarter stuff? How do I create opportunities that will allow me to have a routine and repetitive practice directing crews and making content?
What do I do? Now what? I’m just going to keep rephrasing this question! Should I just start shooting low-budget ads in my apartment for random things like Swiffers and Cuisinart mini-prep choppers?
How can I build a reel? How can I build trust with people and start doing these things every day, every week?
I’m motivated, but I also feel like there’s a giant mountain to climb. Trying to figure out the next step forward…
A handful of helpful and sticky takeaways for me:
Revenue, Repeat Business, Reel. Do things that contribute to the R’s.
Add reaction shots for extra comedy. It’s fun to see the absurdity being viewed from someone on-screen.
Write a treatment in your own voice. Praise the work and litter it with great new ideas.
Delegate to elevate. I need to start working with other people and collaborating. This is something I need to do more of. But I’m also working with zero budget on my little projects… not sure how to level this up.
Lead with zen and calm to channel good energy to the crew. Watching the behind-the-scenes footage was super inspiring to see. It’s like you get to be a fly on the set and see him be the directing master that he is.
Put skills and fortes in a box. This helps find new business and tell people what you’re about. But you don’t have to be in one box. For instance, I’m all about comedy, but I also care about stuff. I’m curious about ways we need change to move forward as a species to continue progress and not run into calamity along the way. So maybe there’s a comedy box and a sustainability/science box.
Parrot & Sea Captain. When directing kids and other people, have them repeat lines like how you’re saying.
Collaborator & Dictator Modes. There’s a time to be a fun-loving, charming, idea-welcoming barrel of joy and there are times when you need to be a benevolent dictator and make decisions. Effectively switching and communicating to people which mode you are in is key to getting shit done.