If your company needs to create a commercial in order to promote a product or service, you will need to hire a qualified director to lead the project. Although you can purchase complete packages that include production, editing and directing services, hiring your own director assures you more control over the commercial-creating process. Also, by hiring a director you can often select someone who shares your overall vision.

Many directors of commercials are based in Los Angeles, although some will travel to your location or shoot your commercial from their home base and submit it to you for approval. Some television commercial directors have won awards, filmed movies or have specific industry experience. It can be confusing to determine who is best for the job. When hiring a TV ad director, consider:

1. Screening TV commercial directors by industry first.

2. Contacting management firms or directories to find a wide selection of commercial directors to choose from.

3. Selecting a commercial director through a production and management firm.

Action Steps
The best contacts and resources to help you get it done

Look for advertising commercial directors with industry expertise

Commercials vary widely by industry; while offbeat humor, for example, is standard for some types of business commercials, it is very inappropriate for others. Your first aim should be to find a television ad director who understands your business and knows how meet your industry's advertising expectations. The best way to secure such a professional is to look for a director who has experience in your industry.

I recommend: 900 Frames has a number of TV commercial directors who work domestically and internationally. These professionals have worked for pharmaceutical companies, skin care businesses, hotel chains, fast food restaurants, automotive companies, financial institutions, casinos, beverage companies, mobile phone providers, housewares retailers and other businesses. Zenfilm offers director services to companies looking to create commercials. They have worked with retailers, automotive companies and in many other industries.

Contact management companies or browsing directories to find commercial directors

Management companies represent all sorts of talent and can be a good way to find lists of directors available for your project. Online directories of commercial directors are also very handy tools; they often provide you with extensive lists of directors, some of whom do not have strong online presences and cannot be found otherwise. Both directories and management companies are a great way to come up with lists of directors to interview.

I recommend: Ambitious Entertainment represents many commercial directors who have worked across a wide variety of industries. Your business can contact these directors directly. LA 411 is an industry directory with a very extensive list of advertising commercial directors.

Contact production and management firms with stables of ad directors for hire

Production and management comapnies usually take care of much more than directing; many of these comapnies also take care of production (as their name suggests), editing and other services. Many such companies allow you to hire directors or allow you to get a package deal that includes a director of your choice as well as other services. This can often be a good way to get something of a discount when making your commercial.

I recommend: Anonymous Content is a production and management company that creates commercials. Their host of services include hiring out ad directors for commercials. Believe Media is a production company with tv commercial directors available for your production.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  The average director of commercials will have a reel for you to view. This is similar to a portfolio -- highlighting the director's best work. Always ask to see a sample reel as it can often give you an idea of what kinds of commercials a particular director creates. If you want an offbeat commercial, for example, and a director's reel shows serious commercials for white-collar services, you may see that the director is not a good match for your needs.