CineSummit is an online educational event for filmmakers. It’s an forum that showcases filmmakers from around the world as they give helpful advice to up and coming film professionals. This year’s focus was on directing. One of the directors featured this year was Adam Patch.
You’ve probably seen Adam Patch’s commercial work over the years. In his career as a director, he’s made commercials and promotional videos for some of the biggest names in business including: Apple, Google, and Visa. In his interview, moderator Aviv Vana had Patch critique several commercials, and through his critiques viewers learned about his process and the skills that made Patch a successful director.
I found this to be one of the most valuable talks. As one who wants to direct more commercials and promotional spots, I was hanging on Patch’s every word. Through his examples, one could see that he is a perfectionist who is always thinking about the final edit and how everything will look, sound, and feel in the completed video. He talked about the attention to detail a director has to have and how each and every minute detail is important in a commercial spot. If you’re making a commercial for a restaurant, it has to look perfect, down to each plate of food. Each actor’s performance has to be as well defined in 30 seconds as it would be in feature film. The art direction, costume design, and music all have to tell the story.
One helpful tip he gave by showing a commercial for Whole Foods is using an image or a visual motif that is consistent throughout. The Whole Foods spot used a circle in the center of the frame that gives the viewer a central focus point. All of the circles culminated in the circular Whole Foods logo in the center of the screen at the end. Little touches like this help tell the story and captivate the viewer. In his interview, Patch gave us a real world picture of how high the standards are in the world of commercial directing and what clients are expecting in a competitive market. If you’re a director looking to break into commercials, I highly recommend checking out Adam Patch’s work.