Growing up watching reruns of Star Trek in the 1970s and television throughout the 1980s, I would mute commercials as a habit. They grated against my senses and I felt less intelligent by being exposed to such work. In fact, when I started directing theater, making short documentaries and short fiction work, and teaching filmmaking, I never wanted anything to do with commercials, or promotional films—nothing to do with business or work for clients. I didn’t even want to teach it to my students.
There’s a certain style to a lot of commercial work that’s far from cinematic. Messages hitting you over the head with a buy, buy, buy mentality that’s as far from cinema ...
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