My Approach as a Commercial Director
Making Ads That Actually Feel Something
Most commercials look great on paper.
They check all the boxes: polished visuals, catchy copy, product closeups, upbeat soundtrack.
But if you’ve ever watched one and immediately forgotten it, you already know the truth:
Pretty doesn’t always mean powerful.
In my career as a commercial director, I’ve worked with brands ranging from outdoor giants to wellness startups. But, no matter the industry, I’ve found one constant: people remember how something made them feel, not what it said. Often, not even what it showed.
That’s why my approach is pretty simple, but different:
I direct commercials that prioritizes emotion over shot lists.
Meaning over marketing.
Real moments over rigid scripts.
Let’s talk about how I do that and why it works…
Why Most Commercials Miss the Mark
Think about your favorite ad.
Was it technically perfect? Or did it just hit on something deeper?
That’s the problem with much of the commercial content I see today. It’s often over-produced, over-scripted, and underwhelming. You’ve got big budgets, amazing gear, and well-defined brand decks but somewhere along the line, the authenticity gets lost.
In trying to be impressive, the ad forgets that it’s supposed to connect.
And here’s the thing: your audience notices. In commercials, they can sense that overly clean design and flashy edit. We all know when we scroll on social media ourselves that the second a polished ad pops up, we’re super quick to scroll right past it. Audiences are looking for stories and vibes that reflect their values, their lives, their aspirations. The brands that win today are searching for connection, not just advertising.
That’s where I come in.
I’m Not Here to Make a Mini-Movie. I’m Here to Make the Best Commercial You’ve Ever Run.
Let’s get one thing clear:
I’m not trying to turn your ad into a Sundance short.
I’m not precious about art for art’s sake.
I’m a commercial director who understands the job:
Drive awareness. Build trust. Sell the thing.
But I also believe that the best way to do that is to stop treating commercials like short sales pitches and start treating them like meaningful moments.
You don’t need 10 minutes to move someone.
You just need the right 30 seconds.
The right moments. The right feeling.
That’s what I specialize in ads that resonate. Commercials that make people pause mid-scroll.
My Experiential Approach
Some directors storyboard every frame and demand every movement be choreographed to the inch.
I don’t.
I definitely believe in structure but I also believe in spontaneity.
I direct commercials the way I direct documentaries: by creating space for something authentic to unfold.
This is what I call the “experiential approach.”
Here’s what that looks like in practice:
Instead of asking talent to fake a moment, I build the environment for a real one to happen.
Instead of obsessing over staging, I aim to capture the genuine feeling that lives between the movements.
Instead of rigidly controlling every variable, I let creativity thrive in the moment to bring it back to the core mission and goals of the ad.
Because at the end of the day, people connect with what feels real and reality, ironically, doesn’t always look polished.
What That Looks Like on a Commercial Set
Let’s say I’m working with a lifestyle brand to create a 60-second spot about a new hiking boot.
Here’s the traditional commercial route:
Perfectly lit models walk on a trail. Everything’s symmetrical. Everyone’s smiling. The boot is always clean.
Now here’s my approach:
We hike before sunrise.
The talent is actually breathing hard from the climb.
The light is golden and chaotic and imperfect but it’s authentic.
They lace up the boot, splash through a creek, laugh at accidentally stepping in the mud, take in the view. I’m running alongside them with a handheld camera, catching the emotion as it unfolds.
Those moments are what your audience remembers.
That’s what sells the boot.
Commercials That Don’t Feel Like Commercials (And Still Work)
The question I get from clients is often this:
“Okay, but does that kind of commercial convert?”
The short answer:
Absolutely.
Because emotion leads to memory.
Memory leads to trust.
And trust leads to action.
The brands I work with are often surprised by how well these more authentic spots perform. One campaign I directed for a wellness brand doubled their click-through rate. A trail running commercial we made helped a legacy outdoor brand connect with a younger audience in a way their previous ad work hadn’t.
When you stop trying to say everything, and start trying to say something that matters, your audience leans in.
The Strategic Side of Emotion
Now, don’t mistake “emotional” for “aimless.”
Every commercial I direct is rooted in strategy.
We start with a clear goal:
Do we want awareness or action?
Are we building brand affinity or pushing product?
Who’s the target viewer and what do we want them to feel?
From there, I reverse-engineer the emotion.
I design the shot list and scenes to support it.
I cast talent who can express it.
I find locations that embody it.
Then I get out of the way enough to let something magical happen within that structure.
This blend of creative freedom and strategic control is what sets my process apart. It’s not just checking a box, it’s commercial storytelling built to make people remember.
What It’s Like to Work With Me:
The Commercial Production Process
If you’re a marketing director, creative producer, or brand manager, here’s what you can expect when we work together on a commercial project:
1. Pre-Production: Strategy Meets Story
Before I ever pick up a camera, I want to understand your brand inside and out. I start every commercial with a discovery session:
What’s your product? Who’s it for? What’s the key emotional trigger we’re trying to activate? What music do you like? What do your employees do in their free time? Why are you making this commercial?
Once we’re aligned, I build a treatment that outlines the tone, visual language, narrative structure, and location style. You’ll get a shot list, references, and a production plan but we still leave room for spontaneity on set.
This is where most of the magic happens: creating a container that’s solid enough to guide the story, but flexible enough to feel genuine.
2. Production: Immersive, Nimble,
On set, I run a small, nimble crew designed to maximize agility especially for outdoor and lifestyle shoots.
I direct in a way that makes talent feel comfortable, not over-rehearsed. Whether it’s a pro athlete, a non-actor or an accomplished model, my job is to build a vibe where real emotion can surface. Think less “lights, camera, action” and more “Hey, just be in the moment we’ve set up and enjoy yourself.”
Clients often comment on how calm, fluid and fun my sets feel. We move fast, stay light, and let the environment speak.
I’ve filmed in remote mountain passes, windy beaches, crowded streets, and quiet backyards but no matter the location, the goal is the same: make the commercial feel grounded, authentic, and unforgettable.
3. Post-Production: Every Frame on Purpose
Editing is about shaping the emotions we set out from the beginning. As a producer/director/cinematographer/editor, I’m able to take exactly what we envisioned in our pre-production meetings all the way through the final delivery - without any loss of communication gaps between sub-contractors.
My background in documentary storytelling gives me a sharp instinct for rhythm, pacing, and complex narrative arcs. Even in a 30-second spot, I’m thinking about how the visuals, voiceover, music, and energy can guide the viewer from the first second to the last.
You’ll get multiple rounds of review, with options for social cutdowns, vertical formats, and optimized versions for wherever your ad is running - Meta, YouTube, Hulu, or a digital billboard downtown. I often go as far to offer in-person editing sessions in your offices so your team can look over my shoulder and get the edit to where it needs to be.
Every frame serves the mission of the commercial. Every sound serves the feeling we built on set. We don’t waste time or energy on fluff. We make it memorable.
Why This Approach Works Especially Well
Let’s be honest, your audience can smell inauthenticity from a mile away.
They spend their weekends outside and enjoying life. They know the difference between a staged campfire and a real one. Between an influencer moment and a moment that’s actually authentic.
If you’re a lifestyle, outdoor or wellness brand, your product is already connected to something deeper: movement, freedom, identity, joy. You don’t need to manufacture that, you just need someone who knows how to capture it.
That’s where my style shines. I’ve built my career around filming character-driven stories in wild environments. I know how to work with real light, real people, real time limits, real weather.
You don’t need a big crew or an inflated budget.
You need a director who can move fast, think clearly, and elevate the potential of every single shot by bringing it back to your core mission. That’s why I’m always with the client from that initial call to the final export, you know you’re going to get what you envisioned with me. If you don’t, I’ll keep working until you do.
Who I Work With
I collaborate with a wide range of clients, from emerging startups to established companies looking to refresh their voice.
A few past examples:
Patagonia: Character-driven lifestyle ad to promote sustainability.
Keen Footwear: Launch films and social content for their emerging trail running line.
WishGarden Herbs: Lifestyle commercials rooted in natural wellness.
Scythe Robotics: Future-forward commercial for a sustainability tech brand.
La Sportiva: Educational yet cinematic six-part commercial series
What connects these brands is that they care about creating genuine content. They believe creativity can drive real impact and they trusted me to direct something that didn’t just “sell” their product but told a compelling story around it.
Why Hire a Commercial Director Like Me?
Here’s what you get when you work with me:
Clarity - A director who knows how to run lean, effective sets optimized around the goal of your commercial.
Strategy - Someone who understands the bigger marketing picture. If you don’t believe me, check out the rest of my blog about marketing here.
Emotion - A commercial that actually connects, not just looks cool
Craft - Emmy-nominated filmmaking rooted in real-world experience
Experience - Comfort shooting in any terrain, with any crew size
Results - Commercials that feel like films and perform like ads
I’m not the guy you call when you want another cookie-cutter campaign.
I’m the one you call when you want to feel proud of the work.
When you want to create something that doesn’t just convert -
It lands. It lingers. It’s memorable.
Let’s Make Your Next Commercial Unforgettable
If you’re tired of commercials that look good but feel hollow…
If your brand has a message that deserves to be remembered…
If you’re looking for a commercial director who gets it…
Let’s talk.
I’m based in Colorado but work worldwide.
I’ve directed commercials in cities, deserts, mountains, and oceans.
I bring 10+ years of experience in outdoor storytelling, brand strategy, and commercial filmmaking and I’d love to bring it to your next campaign…