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Why Your Production Needs a Director – Improving Your Call to “Action!” February 6, 2014

Freddy Picture

Freddy Rodriguez directing on location.


When people think of directors, words like “Action,” ascots, and Spielberg come to mind – and little else. What does a director do anyway? Are they really necessary? And why can’t I ever name more than three?

Contrary to popular belief, directors are not beret wearing, megaphone-wielding control freaks (well, most of them); they are vital to effective video production, both in Hollywood and corporate video marketing. The director’s role is crucial in organizing a production to be both visually pleasing and compelling, no matter the scale. To better understand the method behind their madness, we sat down with director Freddy Rodriguez.

– Kelsey: What is the director’s role in a commercial production?

Freddy: A director translates the client’s message and goals into a creative vision. He oversees the plan for the production, and works with the production team to execute the vision.

 – K: Hollywood directors seem to be the only directors that gain public attention. Are directors as crucial to corporate video production as they are to Hollywood films?

F: Like a Hollywood film, corporations also have a story they wish to communicate to potential consumers about their brand and services. Commercial directors use commercials and corporate videos as the platform to tell a consumer about a corporation’s brand or story. Both types of directors are challenged to reach and communicate effectively to an audience. 

 – K: The purpose of a video is not always solely entertainment, but sometimes requires a call to action or response from the viewer. How does a director’s creative vision enhance the effectiveness of a video marketing piece?

F: Every project has an emotional core and truth to it, and it’s the director’s job as an artist and technician to discover that truth and bring it to the surface. Without a director to craft the vision and message, you just have a collection of clips or images with no meaning or thought process behind them.

 – K: When taking on a video project, how do you approach the piece? Creatively, from a business, or marketing standpoint?

F: All of the above. On the creative side it’s important to engage your viewer, so visually you use every trick in the trade to make sure the viewer will be invested in what they’re watching. But it’s as important to tell the appropriate story to the right audience. You can have a great looking video, but if it’s executed for the wrong audience, then your marketing dollars are wasted. Likewise, if you have a great message, but the execution is poor, then you risk not only a missed opportunity with your audience, but also possibly damaging your brand. It’s all a delicate dance and hiring the right production team is essential for any business seeking to expand and grow. 

 – K: What do you personally love about directing?

– F: I love puzzles. And to me directing a production is like putting together a puzzle. You have several little pieces of detail that make up the big picture – the visualizing in pre-production, the heavy lifting in production, making it all sing in harmony in post-production, and the coordination of it all is very rewarding. I’m also a people person, and production affords you to work with lots of people. From the client to the production team, you’re in constant dialogue with people working in sync to move the project forward. Fortunately, I get to work with a very talented pool of people at Digital Cut Productions.  We all work very hard to make that collective vision happen.

To schedule a brainstorming session with our creative team contact Lauri

Digital Cut Productions (954) 797-6889 or lauri@digitalcut.biz.  And if you like this post, please like our Facebook page!

Kelsey Gibson

Kelsey is the Creative Director for Digital Cut Productions. She seeks perfection when crafting a video. Kelsey is meticulous about the details of every project while keeping an eye on the big picture,

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