Who’s got your back?

Don’t just pick a director.  Pick a production company. Proven, solid commercial production companies offer advantages.  They have an ongoing relationship with your advertising agency, which they want to protect.  So it’s not just your film or spot on the line, it’s their reputation.  They have the resources to bail you out of a jam (a deep Rolodex of people to call.)  They have the financial ability to keep the numbers on track.  And sometimes, they’ll offer creative ways to take your spot further than the budget allows, because they’re developing a new director and want the spot to shine on the reel.  Shooting commercials and films is already full of unexpected things.  Make sure, damn sure, the production company isn’t another one.




David Fowler is a writer and executive creative director in New York.
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