Local Creatives Get on a Roll

The number of agency staffers in New England yelling "Action!" is growing, as creative directors increasingly go behind the camera. Although nationally, creative directors have habitually turned to directing, recently, the desire to exercise greater artistic control has spurred many Boston creatives to direct commercials—which can also result in significant savings for clients. Production executives estimate that directors can earn upwards of $20,000 per assignment. Some or all of that expense can be spared when CDs direct. "When you're faced with budget challenges, you [have to] consider alternatives," said Marc Gallucci, founder of Boston boutique Fort Franklin. "A good director can add a lot, but they cost a lot of money."Gallucci directed a series of humorous Cider Jack Hard Cider spots last year after helming dozens of radio ads for the client. "I wanted to try TV, and I thought I had enough skill." Despite the continued slow economy, local production professionals say they aren't concerned about the trend cutting into their income."I don't think we [lose] business from it," said Mark Hankey, founder and executive producer at Picture Park, Boston. "I would still rather see the job stay in town—it's not going to put any production companies out of business."Modernista!'s Gary Koepke is the latest local to take the reins, directing a current ad hyping David Bowie's new album, "Heathen."The project allowed Koepke to collaborate with his subject and have greater creative control than he would have had otherwise, he said. Koepke, co-founder of the Boston agency, had previously directed spots for Nike and Coca-Cola while working at Wieden + Kennedy, and he intends to do more in the near future. Tom Foley, executive producer at Hill, Holliday, Connors, Cosmopulous in Boston, has lensed spots for Dunkin' Donuts and National Public Radio's weekly children's music show "From the Top." The Dun kin' execution, now airing, features Red Sox star Nomar Garciaparra ordering a Coffee Coolatta from a window in the Green Monster, Fenway Park's left-field wall."I love directing, but only when I'm the best option," said Foley. "As a producer, I can say there are thousands of directors out there. Does adding one more make it more competitive? Mathematically, yes. But the best directors get work."The local CD with the most directing experience is probably Pete Favat, managing partner at Boston's Arnold, who has overseen more than 30 spots in recent years. Favat, who often operates the camera himself, has directed spots for Converse and the Massachusetts Department of Public Health, and also shot a 30-minute MTV documentary about Pam Laffin, who died from emphysema after years of smoking. "Film has always been a true love for me," Favat said. "It excites me, and it's such a challenge."

Brand Marketing

Local Creatives Get on a Roll

Lisa Van Der Pool

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Lisa Van Der Pool