A Director’s Approach to Commercials: Insights from Henry Dean on Crafting Memorable Campaigns
In this exclusive livestream of The Commercial Break, Henry Dean, an accomplished commercial director, shared his insights on navigating the fast-paced world of advertising. With years of experience, Henry discussed everything from his early career to how he approaches directing commercials. Here’s a breakdown of the key points from our conversation and how they can help you succeed in the world of commercial filmmaking. You can also find the full episode at the end of this article.
Why Directing Commercials?
When Henry began his career, the road wasn’t always clear. He worked across various creative fields before settling into the world of commercials. So why did he choose this path?
Sustainability and Financial Stability: Commercials offer a steady income, which is crucial when living in a city like London. Henry emphasised that commercial work allows directors to sustain themselves, offering a more consistent income compared to independent film projects. Directors also benefit a lot from living on major cities, despite the high cost of living, as it allows them to meet key people in person and develop proper relationships.
Creative Thrills in a Fast-Paced Environment: Despite the financial incentives, Henry also loves the quick, dynamic nature of commercial work. He’s drawn to how fast-paced commercials are, allowing him to make bold creative decisions rapidly and see immediate results. That’s the beauty of short form. You work a project for a few months and it’s out, compared to something like a film that can be in development for many many years before it is ready to be distributed.
Creative Freedom Within Constraints: He also noted that working with brands provides ample creative space. While commercials may be commissioned to fit specific brand guidelines, they still offer room for innovative storytelling and visual flair. They’re heavy in visual techniques and snappy hooks which can be quite intriguing for building an impressive portfolio and developing a unique creative style as a Director.
Dr Martens - How to Break in - Commercial Directed By Henry Dean
The Director's First Look: How to approach a Brief
One of the key moments in our conversation was Henry’s take on how to approach a creative brief. This process shapes everything from initial decisions to final execution.
Initial Reaction to the Brief: When Henry first receives a brief, the decision to take on the project is often based on a gut feeling: Does the project excite him? Is there an emotional throughline that he can tap into? As a director, his first instinct is to find the emotional core of the story, even in the most corporate or broad concepts.
Elevating the Idea: The director’s job is to elevate the script. When working on a brief, he looks for ways to add his own creative flair. This might mean adding humour, elevating the emotion, or visualising the brand in a new, creative way. He trusts his instincts more as his career has developed, and he sees every commercial as an opportunity to bring something unique to life.
Red Flags in a Brief: Red flags include scripts that are too vague or overly ambitious with too little budget. Projects that demand extensive work with limited resources can result in a compromised vision, which he prefers to avoid. He pointed out that knowing when to say “no” is an important skill for any director.
You can read here how to develop a strong creative brief.
Balancing Creative Vision with Client Expectations
As a director, Henry knows that balancing his own creative vision with client demands is a constant challenge. In our conversation, he shared how he navigates these moments with grace and professionalism:
Understanding the Brand’s Vision: At the heart of every commercial is the brand’s message. While it’s important to inject his own creative voice into the project, he respects the fact that the brand is paying for the final product. This requires flexibility and collaboration.
Pitching Ideas and Handling Feedback: Henry admitted that being comfortable with feedback is essential. Directors must know when to push back and when to compromise. But the key to his approach is trusting that the agency has hired him for his creative instincts, and he must balance that trust with the needs of the client.
Working with Talent: The Director’s Role on Set
Henry shared invaluable advice about working with talent, whether it’s seasoned actors or non-professional models. He explained how every director needs to adapt their approach depending on the person in front of the camera.
Diverse Talent Needs: For commercial directors, talent can range from celebrities to non-professional actors. The key is recognising that each individual needs a different level of direction. While some actors may need a more hands-off approach, others require more coaching to feel comfortable on set.
Directing Celebrities: When it comes to working with celebrities, Henry noted that they can be difficult due to the protective teams around them. However, understanding their needs and working with their handlers is crucial to creating a smooth shooting experience.
Using Verbs to Direct Talent: One tip Henry shared for directing talent was using actionable verbs instead of emotional cues. Rather than asking an actor to “feel sad,” it’s more effective to guide them with concrete actions like “walk towards the door with urgency” or “hold the object as if it’s precious.”
JBL - DARE TO - Commercial Directed By Henry Dean
Navigating the Commercial Landscape: The Challenges and Opportunities
In a rapidly evolving industry, staying relevant and adaptive is essential. Henry’s advice for directors in today’s landscape is both practical and empowering:
The Changing Landscape of Commercials: As digital platforms grow, the demand for online content is skyrocketing. Directors need to stay on top of these changes by embracing new formats and understanding the unique requirements of online and social content.
Embracing AI and Technology: AI in filmmaking is advancing, but Henry remains cautious. While he sees the potential for AI in areas like pre-production, he believes it’s far from replacing the nuanced creative decisions made by humans. AI may assist in tasks, but it can’t replicate the human touch when it comes to storytelling.
Staying Resilient and Finding Opportunities: Despite the industry's ups and downs, Henry stressed the importance of entrepreneurial thinking. Directors must create their own opportunities by continually reaching out to clients, working on personal projects, and staying visible in the industry.
Conclusion
Henry Dean’s insights into the director’s approach to commercials are a valuable resource for anyone in the filmmaking world. Whether you’re a budding director or a seasoned professional, his experiences and advice provide practical tools for navigating the complexities of the industry. As a director, it’s not just about your creative vision. It’s about understanding the needs of the client, collaborating with your team, and staying adaptable in an ever-changing landscape.
Want to hear more from Henry? Watch the full conversation on the link below:
And if you want to learn more about Henry’s work visit his website on the link here.
