How to Choose a Commercial Director: 6 Questions Before You Sign
Brand owners and small businesses put a real share of their budget into advertising, and sometimes find that the result looks beautiful but doesn't sell. The cause is rarely the camera. It's usually the wrong director, or the wrong understanding with them. Here are six questions I'd advise any client to ask before choosing a commercial director.
1. Does their past work look like what you want?
Watch full pieces, not just the showreel. Do they have short ads? Have they worked with a product or a service? A director who makes stunning music videos may need a different approach for ads, because a commercial has to land a clear message in seconds.
2. Do they ask about your audience before pitching?
A good director starts with questions: who will watch this, where will it run, and what should the viewer do afterwards? If they pitch an idea before understanding your audience, they're making the ad for themselves, not for you.
3. Is the idea written down clearly?
Ask for a written treatment: the concept, the mood, reference images and a scene breakdown. Paper protects both sides and prevents surprises on shoot day.
4. Are they open about the budget?
Ask what your budget can realistically deliver and what you'll trade off. A professional suggests smart solutions instead of promising everything and delivering half.
5. Will they plan versions for every platform?
Today's ad doesn't live in one place. You'll usually need:
- A horizontal cut for TV and YouTube
- A vertical cut for Reels and TikTok
- Short 6- and 15-second versions
This should be planned before the shoot, not after.
6. Who handles editing and color?
When the director also edits, the gap between what they imagined and what you see at the end gets much smaller. That's how I work on most projects, because an ad is written a second time on the editing timeline.
The bottom line
Choosing a director isn't about the prettiest reel. It's about finding a partner who understands your brand and your audience. If you have a product or service and want an ad that gets your message across, get in touch.
