Since joining Commercials Unlimited in ’97, Suki has proved to be a prolific director. During that time he has directed over 300 commercials - a staggering amount of work – ranging from high profile clients like British Telecom, Toyota, Dell and the Police through the entire spectrum where no job is too big or too small.
He has an exceptional eye and a passion for directing, so much so that much of his success is due to repeat business where, whatever the script and whoever the client, he is asked for again and again.
Agency: Refresh Digital Communications
Agency Creative Director: Paul O’Leary
Agency Producer: Paula Lynskey – The TV Department
Detail:2 x 20 seconds, shot HD on Canon 5D (sync)
Everything about this job – from the cut of the suit to the nuances of the body language and delivery were critical. It was for screening on financial channels to attract the attention of city traders and even had to work without sound, via muted screens in trading rooms. Due to the nature of the subject we had to be extremely careful to avoid any ‘wide boy’ associations, since this would have been really damaging.
The air date had been fixed before we were appointed, leaving us with very little lead time and a relatively small budget. But our director, Suki, produced a detailed working storyboard and a timings breakdown, which he designed to work with the graphics.
Taking Suki’s excellent sync sound directing skills for granted, the main focus was on casting and wardrobe. And, working closely with Refresh Digital Communications, we got it right – spot on in fact. We shot Hi-Definition on a Canon 5D with amazing results within a turnaround time of less than three weeks.