The 30-Second Storyteller: The Art and Business of Directing Commercials

by Thomas Richter

Imagine a job where you need to work only 10 days a year to make $100,000. A job that allows you to be a respected artist, a savvy craftsman, and a hip partygoer who hangs out with celebrities, superstars, and top models. No need to wear a tie and suit. No corporate office hours, and no supervising department heads checking your time card. At your command explosions occur, cars crash, helicopters swoop, and you are expected to spend a million dollars in a week or two. This job exists. It's called a commercial director, the creative mind behind the production of a TV spot. While being a commercial director may be one of the coolest jobs in the world, it's also one of the toughest jobs to get (and keep). The 30-Second Storyteller: The Art and Business of Directing Commercials teaches any filmmaker how to get work as a commercial director, how to navigate the pitfalls of production, and how to get clients to keep coming back to you for more. The book is not a textbook on directing -- plenty of other books cover that. Rather, The 30-Second Storyteller focuses on directorial challenges specifically related to creating a TV spot -- the techniques involved, the technologies of choice, and the obstacles that come between you and a successful career. It begins by teaching you how to get your foot in the door -- creating a spec reel, picking a specialty, getting signed with a production company, and successfully bidding for projects. It then covers the production of a commercial from preproduction through the shoot, all the way to finishing in post-production. Examples from a real-world commercial are utilized throughout to illustrate concepts. The book concludes with advice on obtaining work abroad, and making the jump from commercials to features, as TV ads are a training ground for Hollywood's next blockbuster director. Filmmakers like Ridley Scott, Michael Bay, David Fincher, Jonathan Glazer, Tarsem and Zack Snyder have all gotten their start in commercials.

Genres: Film

320 pages, Paperback

First published June 8, 2006

Reviews

[Tam D · Rating 2 out of 5]

I found this book to be downright disrespectful from page one, considering that any role within the industry is referred to as "he", "him", "his". Does Thomas Richter believe there is not a single female or NB director, producer or DOP in the industry?

Content wise, although somewhat informative, it is an outdated book that requires an update for the current state of the industry. It is extremely unhelpful in many respects considering the way that directors are chosen and content is made has changed considerably since its publication. Some of the content is still relevant but if you're looking for something current then perhaps look elsewhere.

[The Warped One · Rating 3 out of 5]

A great primer for people starting a college course.

Nearly all of the technical data mentioned is at least 20 years out of date by the time I’ve read this, even though the copyright is 2007- so it should only be 13 years out of date so that makes me question this book’s relevance. You can literally skip the last three chapters because of this.

I started this book thinking it would have more advanced technique about dealing with clients, set and creative politics and many more case studies or “war stories”. Instead the book focuses on talking you through the creative process from start to finish, which is great for beginners.

[Vladimir Polozov · Rating 5 out of 5]

A lot of good examples and usable material, including actual documents, agreements, templates and examples of phrases.

[Corrina Westfall · Rating 5 out of 5]

Amazing tips for an inspiring filmmaker in any field!!