Creative Insights for Commercial Projects

Our Conversation Spencer MacDonald

Director Spencer MacDonald is an experienced filmmaker who has worked on a wide variety of commercial projects. In this Q&A we ask him key questions about his work with Swiss Tourism. Spencer shares his creative insights and process for developing a project idea, pre-production, and casting and crewing. He also talks about the challenges of production, such as learning to compromise and dealing with creative blocks.

1. What are some things you consider when choosing a commercial project?

The first thing I consider is what the commercial is promoting. I love the creative aspect of filmmaking regardless of what is being made, but I wouldn't be able to sleep at night if I were making an ad for something that goes against my morals (for example, a fossil fuel company greenwashing viewers). Secondly, I consider how much creative freedom I have. If I am brought on to a project in the phase of concept creation (as was the case with this Swiss Tourism spot) then I get excited!

2. Did you write any treatments, or creative briefs for this project?

This film was actually made as one of a series of films. So yes, I wrote a treatment, but it was for the whole series. At the time of the treatment writing I did not yet know who the protagonists of the series would be, so my treatment was pretty general. But it did say that the approach would be to find different ways of telling stories of protagonists, rather than just the usual off-camera VO that is delivered through an interview or a prewritten text.

3. What is your pre-production process?

It is different depending on the project. For this film, I had a few calls with Ivano (the protagonist) to get to know his story. Then I tried to determine if there was a way of conceptually showing his story, rather than just having him tell it to us. He and I decided that capturing his non stop inner monologue felt true to his story. Eventually, it turned into a written concept with the shotlist required to tell the story. This particular film was actually captured on the fly. A lot of the creative decisions were made a day or two before the shoot.

4. How do you develop a project idea?

For commercial projects, usually I sit with myself for a day (over many cups of coffee) and write down all the concept options into my notepad on my macbook. I try to follow what makes me most excited. By the end of the day I narrow the ideas down to a couple. Then, usually I hop on a call with whoever I am working most closely with at that time (sometimes a creative director, a producer, an EP, or a DP) and run the concepts by them. After that, usually a path is chosen that we feel best about. Collaborating with other creative minds is essential for me!

5. How do you deal with creative blocks?

The best way for me is to ask for the opinions of those I trust the most (creatively). I often get too deep in the weeds to see the bigger picture. But also it really helps me to step away for a day or two. If time allows, I like to walk in the woods with a fungi friend.

6. How do you find the right cast and crew for your projects?

Luckily there are some people who I have worked with a bunch and love working with. So usually recommendations and ideas for cast/crew come from these people. But I always keep a list of collaborators who I would be excited to work with in the future (DPs, editors, composers, colorists, etc).

7. What are some common challenges that you face during production?

For commercial projects the biggest challenge is learning to compromise. It has been a tough lesson to find that my ideas, no matter how brilliant they may be, are not always in the best interest of the brand’s communication strategy. So, trusting the creatives that I'm working with and quieting my ego are key. For personal projects, the biggest challenge usually comes in the editing phase, when you realize that the film will not work as it was boarded/originally concepted. This almost always happens to me (since my work always has some aspect of documentary built into it). But in this challenge lies a creative solve that is usually better than the original idea.

8. Do you have any advice for aspiring filmmakers?

Create, create, create. Don’t doubt your own voice, even when others do. There is something inherently unique to you, and if you can find the voice to express that authentically, others will resonate with it deeply.

Closing Thoughts with Spencer MacDonald

In conclusion, Director Spencer MacDonald has shared his insights on the creative process of commercial projects and the importance of finding creative freedom. He offered advice to aspiring filmmakers, encouraging them to create, trust their own voice, and never give up. With his guidance and creative process, any project has the potential to be a success.

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