Television commercials are at the leading edge of creative filmmaking. This hands-on workshop is for directors, producers, agency executives and all creatives who want to gain practical experience in creating television commercials. The class screens a variety of commercials, analyzes trends and visual styles, discusses concepts, technology, editing and special effects. The relationships among the director, production company, cinematographer, ad agency and client are explored.
Collectively, students write scripts, draw storyboards, plan visual approaches, scout and evaluate locations, set up and shoot commercials while learning about casting, blocking, lighting, camera placement and movement, and the overall look of the projects. Students work with an editor to finish the projects and the director's technical and aesthetic choices and decision-making process are critiqued. The class reviews student reels, and career opportunities. The business of TV commercial production is discussed in-depth. Students should come prepared with ideas to pitch to the class.
Mark Kohl is one of the country’s most successful, innovative, cutting-edge directors of photography and commercial directors. He has shot features for Francis Ford Coppola’s American Zoestrope production company. He served as director of photograpy for Aaron Spelling’s Safe Harbor. He has directed and shot episodes of America’s Most Wanted. He has delivered more than 300 commercials to such clients as McDonald’s, Honda, AT&T, Pizza Hut, and Premier Cruise Lines. And he has only just begun. Kohl keeps reinventing his craft, bringing unparalleled energy to every project. In his two decades in the business, he has developed the kind of versatile skills that allow him to take on any project, any place, anytime. The bigger the challenge, the better his work. You name it, he does it—from music videos to corporate videos, from TV movies to features. And he customizes the style and substance of each project, tailoring it to the client’s specifications. It’s no wonder Kohl has won so many awards—including Addys, Tellys and film festival prizes. He takes the most pride in knowing he is serving his clients—one at a time.