an ode to advertising: why directing commercials is my jam.

As David Ogilvy once famously said, "The consumer isn't a moron; she's your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”

Commercials, despite their brevity, hold immense power in capturing attention and conveying a message that resonates deeply with the audience. Its not about coercing people into buying stuff nor merely selling a product or service; they are about connecting with people on a visceral level, engaging their emotions, and creating culture. That's where the magic happens.

Directing commercials allows me to explore the intersection of creativity and commerce in a way that few other mediums do. It's about finding the delicate balance between artistic expression and commercial objectives, creating content that not only entertains but also drives results for the brand. Every commercial presents a unique opportunity to push creative boundaries, experiment with visual storytelling techniques, and leave a lasting impression on viewers. It's this constant pursuit of innovation and excellence that keeps me hooked, fueling my passion for advertising storytelling and inspiring me to continually raise the bar for myself and my team.

It's about harnessing the power of storytelling to shapes culture, provokes thought, and inspires action. It's a privilege and a responsibility to engage with audiences authentically, respecting their intelligence and emotions while striving to create work that leaves a lasting impact.