At Musicbed, we’re passionate about CDDP’s cause because we get it. The commercial industry can be an intimidating place. Beyond being underrepresented, there’s a whole set of skills needed to navigate a professional career. There are clients and collaborators. There are pitches and revisions. It’s a whole different beast.
Perhaps the most unique trait Ryan Booth has is his transparency. Sure, as a creative and commercial director, he’s built a burgeoning career on the back of his visionary style — but finding someone so talented and transparent is beyond rare.
Sure our idea was different and a little bit unconventional, but we wanted advertisers to see that we understand their work. They’re constantly pursuing the ideas that will catch attention, cause emotion, and make people listen. And so are we.
At this point, we expect advertising to be insincere. We’ve never won a free cruise to the Bahamas. That cheap Mexican beer won’t transport us to our own beach — not even inside our minds. So if we expect anything from ads these days, it’s entertainment and little else.
Like any good story, our careers often make sense only in retrospect. In the moment, the way forward is anything but obvious. It’s only when you look back that you can see how one thing led to another: how you were preparing for your next big move all along, without even realizing it. That’s how things worked for director Rob Chiu who’s now directed commercials for brands like McLaren, Lexus, and Toyota — just to name a few.
The tagline at the end of Volvo’s new ad, “Moments,” says: Sometimes the moments that never happen matter the most. If there’s a corresponding idea in filmmaking, it might be this: Sometimes what you don’t show is the most affecting. In “Moments” — an ad as heartwarming/heart-wrenching as any we’ve ever seen — a young girl speculates about the rest of her life before starting her first day of school. What friends will she make? Where will she travel? Who will she meet? What unfolds is a fantasy within a fiction: an entire life in less than four minutes. What you see is beautiful, striking even. But ultimately, it’s just a stencil for what you don’t see. The story — the girl’s life — is the negative space.
Commercial filmmaking is experiencing a tectonic shift. Clients are expecting better projects for smaller budgets, and if you’re part of the old guard, you may get a few cold sweats thinking about when or where the next project will come from. If you’re an up-and-comer, though, the outlook is a bit brighter. Just take it from Dan Walser, Executive Producer at Neighborhood Film Co., and Ryan Smith, Creative Director at Counsel, who just wrapped up our commercial Find the Music You’ve Been Missing.