Oh, commercials. Most of the time, we swat them away by pressing the “Skip Ad” button or taking a bathroom break. But, when a commercial is good, we don’t mind spending a few extra seconds to watch it. Who can forget the Berries and Cream Skittles commercial? Or the cinematic genius that is an Old Spice commercial? Even feature directors like Elizabeth Banks have worked in the ad world to use their style to elevate a product. The world of commercials gives directors space to be creative, bold, and memorable.
It's easy to see why a person would want to be a commercial director. But the most essential thing that an aspiring commercial director needs is a reel. We connected with one of the most accomplished reps in the game, Nikki Weiss-Goldstein, and asked if she can spill all the secrets behind what makes a great one.
"In the new world of digital and social media, your reel can be as short as six seconds or as long as two minutes. There is no set length—just the length that best fits your story."
First things first, why do I need a reel?
Nikki Weiss-Goldstein: Your reel is your visual business card that production companies and reps present to advertising agencies and brands on your behalf. If you’re a new director trying to get signed in the industry, your reel is your most valuable asset as you meet with potential production companies. The more work that you have, the more that you can tailor your reel to an individual project’s creative brief.
Some producers and employers prefer to have a portfolio instead of a reel. What are your thoughts on this?
I agree that a portfolio of work should exist on a personal website in which the production company and rep can drive additional traffic as you are being considered for projects. The site is your voice, so organize this portfolio as you want to be seen in the world.
What are the first things I need to gather for my reel?
The genre that you gravitate towards and your strengths as a director are the most important elements of your reel. Are you a comedy director? Do you excel in the documentary world? Is linear narrative storytelling your passion? Do you shoot food in a unique way? Unfortunately, for most directors in the industry, you will be pigeon-holed into a category until you become more seasoned, at which point you’re given more opportunities to branch out. So make sure that when you decide to shoot spec work or initial campaign, your work always showcases your point of view. This will make your reel feel more cohesive.
How many clips would be ideal, and is there a set length for each?
I always say less is more when putting your first reel together. If you have four to five strong pieces that are representative of your strengths, you’re on your way! In the new world of digital and social media, your reel can be as short as six seconds or as long as two minutes. There is no set length—just the length that best fits your story.
"It is possible to convey that you know how to tell a story if you piece together your work carefully. "
How do I determine the pacing and tone of my reel?
Pacing and tone is determined by the kind of work that you want to attract. If your reel is fast-paced, aggressive, and full of editorial cuts and techniques, it will send a different message than a reel with a more melancholy, emotional story. What brands do you want to work with? What kind of stories do you want to tell? Your passion will determine your tone.
How do I build a reel that also conveys my storytelling abilities?
You want to create a linear piece that has a resolution. Stories always have a through line. They also have a beginning, middle, and an end. Be very careful that you don’t confuse vignettes for a story. It is possible to convey that you know how to tell a story if you piece together your work carefully.
How do I build a reel that also conveys my storytelling abilities?
You want to create a linear piece that has a resolution. Stories always have a through line. They also have a beginning, middle, and an end. Be very careful that you don’t confuse vignettes for a story. It is possible to convey that you know how to tell a story if you piece together your work carefully.
Should I have different versions of a reel for different genres or industries?
You should always have different versions of your reel for various projects. The reps at your production company will be very strategic when submitting you for projects. They will shape your reel according to the creative brief. Remember that the more work that you’ve shot, the more options that your reps will have when building the best reel for you.
"A reel that differs from the others resonates with people in an honest way."
What do the most effective reels have in common?
All effective reels have strong points of view, striking conceptual campaigns, and high production value. If you’re just starting out, try to align yourself with a talented DP who may also be building their own reel. If your strength is directing actors, make sure you have a script and an actor who can showcase your talent. And ALWAYS have a great line producer by your side.
What are some out-of-the-box hacks, tips, and tricks that’ll make me stand out?
You’ve probably already realized that the market is oversaturated with directors. A reel that differs from the others resonates with people in an honest way. The work is memorable in its message. I want to watch a spot and say, “Wow.”
Nikki Weiss-Goldstein
Nikki Weiss-Goldstein is the founder of Nikki Weiss & Co., a company that represents the industry’s leading directors in the commercial, episodic, and feature world. The company was founded in 1994 in order to facilitate collaboration between production companies, advertising agencies, and artists across all mediums. Weiss-Goldstein has managed, developed, and produced television and film projects for a diverse roster of clients that includes composer Hans Zimmer and actor Elizabeth Banks. She is also a founding member of the FREE THE BID/FREE THE WORK initiative.
Hero and Cover Photo: "Juice" by Lizzo, directed by Quinn Wilson / Courtesy of Atlantic Records
Image Strip (from left to right): "Tease" for RALPH, directed by Gemma Warren / Courtesy of Bell Media ; "Unstereotype Alliance Commercial," directed by Joanna Bailey / Courtesy of MullenLowe ; "TAM" directed by Rafa Carvalho / Courtesy of JOJX
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