You know how to direct a commercial. You’ve paid your dues, put in your hours, and feel well-versed in the art of storytelling and the intricacies (and peculiarities) of production. Maybe you’ve even learned as much as you’re going to learn at your current level of expertise and current agency – and are eager to level-up.
But it’s been feeling weird out there lately, right?
That’s why we decided to put together this guide. To help you make informed decisions when seeking to advance your career, keep up on industry trends, and to carefully consider any next steps or changes when it comes to representation.
Seasoned directors and up-and-comers alike should find everything they need here, when it comes to addressing these important questions on how to succeed as a commercial director in Canada today.
If you feel we missed something after reading, please let us know!
Does it feel harder to find the next gig right now? Even as overall ad budgets rise, production volume is down and budgets allocations are shifting. Directors of commercials for TV and beyond are facing what so many in film and TV are also grappling with – some directors get plenty of work while others get passed over or struggle to keep booked, despite strong portfolios. As such, the competition for high-paying commercial filmmaking jobs has increased.
This isn’t the space to go too deeply into the AI debate, but there’s no getting around the impact that generative video is already having on TV commercials and other forms of video advertising. AI was front and center at Superbowl LIX, including its use to create entire ads.
At Ajax, we pride ourselves on our ability to collect and understand both market trends and audience insights. Current industry benchmarks and performance data factor into all our creative decisions, backed by research and analytics. Commercial directors who similarly develop their own expertise in these useful areas – or who work closely with collaborators who do – will be best positioned to thrive in their career in the coming years. That’s why we remain in frequent contact with our roster of directors and commercial editors to report in on everything affecting the measurable success of a commercial production.
Even as some budgets tighten, brand expectations for clear ROI are increasing. More than ever, commercials are about measurable results as much as they are about creative vision. Understanding audience behavior, performance metrics, and the full-funnel customer journey can be just as important for commercial directors as crafting a compelling visual narrative.
Smart directors are adapting either through partnerships with experts in data-driven strategy, or are working to grow their own skills and knowledge around broader sales and marketing objectives.
The best commercials today are:
1. Well-crafted and story-driven
2. Precisely targeted to their audience
3. Integrated into the full customer journey
Adopting a data-driven and strategic mindset can become the differentiator for directors looking to stay in constant demand, in contrast to those struggling to land their next gig (despite unquestionable skill).
At Ajax, we strive to make great commercials that integrate with brand objectives and add max value to top-of-funnel (TOFU) and down-funnel key performance indicators (KPIs). By keeping ahead of industry trends and focusing equally on effective storytelling and comprehensive strategy, we work with our directors to keep indispensable to the ever-evolving market for commercials.
Speaking of evolution – the formats of marketing videos and even traditional commercials have been changing in some fundamental ways in the last decade.
What has historically been understood as a commercial advertisement on TV still matters, as do the generally standards of branded content. But those budget shifts we mentioned earlier? Some of them are a result of redirections towards newer formats, especially: 1) Vertical video, 2) Interactive content and 3) Shoppable video ads on social and streaming platforms.
Even if or when budgets stay the same, directors still need to know how to best optimize for these formats, both in terms of story and on-set effectiveness.
These shifts present both challenges and opportunities. The fundamentals of great visual storytelling haven’t changed, but the context of the audience experience has for many consumers.
TikTok, Reels, Shorts—brands long ago stopped experimenting with these formats. They’re betting big on them. When it comes to directing, vertical storytelling needs to feel native to the format. It’s not usually enough to just repurpose a TV spot. At the least, prepare strategically for multiple versions of your commercials. Fast hooks, dynamic pacing, and audience-centric narratives are crucial to vertical video.
Streaming platforms have been increasingly testing interactive ads that let viewers engage, click, and even buy directly from within the platform interface. Directors who understand how to design and account for these actions without killing the emotional throughline will have an edge over peers who ignore or dismiss this format.
Streaming services continue to pull ad dollars from linear TV. This is important to monitor on its own, but as gigs shift towards CTV it’s also crucial to understand that audience expectations are different on streaming. CTV users trend younger, and tolerate ads more when they don’t feel intrusive and generic. Platforms offer more precise targeting on CTV, meaning ads can be served to highly specific audience segments based on viewing behavior and interests.
Unlike with traditional TV ad spots, performance metrics such as engagement, click-through rates, and conversions are often tracked precisely, making effectiveness measurable in real time. Knowing how to direct spots that mirror the tones and styles that are going to more directly appeal to niche audiences, while keeping authentic to your client’s brand, becomes even more important on CTV.
The more commercial directors understand how to adapt to these emerging formats, the more indispensable they become to clients navigating the same shifts among the greater economy.
If Most Agency Bookings Seem Top-Heavy to You Lately, You’re Not Wrong
Beyond what we’ve already covered in terms of shifting budgets and emergent technology like AI, many commercial directors we spoke with prior to writing this guide shared concerns with how work opportunities are currently being distributed for commercial directors today.
Are some directors landing jobs over peers based more on their connections and social presence, than their actual skill set? Some commercial directors we spoke with, while supportive of their industry friends, expressed concern that too many jobs have been going increasingly to the “top” names on an agency roster. In cases where this appears a case of “hype over fit” – the trend becomes a concern worth monitoring.
Relatedly, some directors shared that they are increasingly being interviewed or referred for projects that don’t actually align with their strengths. This may indicate a growing disconnect between agencies that have become too big to get precise in these terms, and brands or directors who in their urgency to compete have begun to (understandably) move too quickly to make the best decision for everyone.
Referrals have always been the biggest source of landing new work, but this may be changing. As agencies have grown, both in size and in terms of the breadth of services many offer today, commercial directing jobs appear to sometimes be lumped into more generalized scopes of work.
As marketing and ad agencies consolidate, the “top-heaviness” issue in commercial and video production continues to grow as well. “Content bundling” is becoming more common, as marketing generalists—not producers or video agencies—make hiring decisions for commercials and video ads. That can work, but specialists still deliver the best results.
We’re keeping a close eye on these challenges at Ajax, and would encourage all commercial directors to remain informed and proactive when it comes to their work pipeline. The commercial industry has always been a game of adaptation. Knowing how to position yourself to respond to these shifts (or choosing the right specialized agency to represent you) will be key to avoid getting caught off guard.
So many of us get started independently. For some, the solo act as a freelance commercial director may be the right fit even after career growth. But we believe that strategic representation brings many advantages to commercial directors in the current competitive market.
Any agency you sign with should walk the walk when it comes to the core benefits of representation. For some directors, even one of the below advantages can offer a life-altering career boost. Others still may end up securing more and higher-paid work as a result of all combination of them over time.
Reputable agencies usually enjoy established relationships with top-tier clients, providing access to high-profile and often higher-paid projects that may not be publicly advertised or circulated among your current personal network. If you’re represented right now and that’s not the case, maybe it’s time for a change.
Experienced commercial agents can usually secure more favourable terms and compensation for directors, making sure your value is recognized and upheld. They keep up with standard rates, contract structures, and market conditions, pushing for higher project fees, fairer payment schedules, and more creative control. Their network of clients, producers, and marketing agencies means they can position a director as a premium option rather than just another name on a roster. Commercial agencies also have experience navigating contract complexities, protecting their directors against unfavourable terms, unexpected costs, and client overreach.
While most directors are clear on their unique style, marketing and positioning the benefits of that style to clients – as well as their reputation as someone who delivers great results – can often be done more effectively by an agency that has more time and resources that can be dedicated to branding. This can have an outsized impact on your industry presence and help you secure new and better work.
Your choice of commercial film agency as a director (and theirs to represent you) can have an incredible impact on your career trajectory. If your agency isn’t helping you secure high-profile commercial filmmaking jobs, it may be time to consider switching representation. Whether that’s you right now, or you’re newer in your career and seeking clarity on what to prioritize in your first agency relationship, here’s a short list of what we’ve discovered as the most important factors to the decision.
Research the agency's standing in the industry, including their client roster and track record with directors of similar caliber. Don’t be afraid to reach out to directors on their roster to ask about a candid conversation.
Evaluate the agency's current talent pool to ensure you won't face internal competition that could limit your opportunities. Do the styles of any current directors overlap too much with your own? Can you tell by the credits listed in their portfolio if a handful of directors are getting most of the work? That trend is likely to continue if so, as we’ve noted.
Assess whether the agency's values and working style align with your own. If these aren’t clear, don’t be afraid to ask. While an agency relationship isn’t an everyday job, you will spend a lot of time working with your new partners. You’ll want to be on the same page with them a majority of the time.
A great portfolio showcases experience directing for commercials but also the ability to deliver results for brands. It demonstrates your visual style, your storytelling strengths, your personal brand as commercial director or ad director. Even directors with a robust body of work will want to make sure they have an up-to-date portfolio, featuring their best-performing and latest commercials, readily available. Seeking out an agency for representation or reaching out to a potential new one is an opportunity to take a fresh look at who you are as a director and what kind of partners and brands are going to most benefit from your expertise and unique perspective.
Make sure your featured work clearly demonstrates your ability to incorporate new technologies and storytelling techniques. Leading brands often want to try new things to stand out. Showing an agency that you can do that will go a long way towards helping them help you to succeed.
Nothing shows your value more than an endorsement from a happy client. Gather or update any testimonials from previous gigs to build credibility and trust with potential collaborators.
Commercial directors in Canada who are bilingual, particularly in English and French, will want to highlight this added skill. While not required for all projects, agencies and brands running national campaigns that target Québec may find an ability to consider a production from the POV of both languages attractive.
Any industry accolades you’ve received and can concisely list can serve to underscore your expertise, success, and ability to continually impress clients.
Chances are, you got into directing to be creative. If you’re like us, you probably get a chance to express that creativity every day. Directing isn’t an easy job, but it can be fulfilling.
But the degree of creative control we enjoy from gig to gig varies. This is fine, but when it comes to building a portfolio that truly illustrates what you can do, we’ve found it important to expand occasionally on the types of work we produce and direct.
Passion projects like charity campaigns, spec ads, or short films provide amazing opportunities for expanding your creative range as a commercial director. They also happen to be a proven way of catching the attention of clients, production companies and agencies that are seeking directors who can tell bold and emotionally resonant stories.
Charity spots and spec work can be a great way to showcase:
Unconstrained by client briefs, you can take more risks, explore new techniques, and showcase a more comprehensive version of your overall creative vision.
Purpose-driven work like charity projects tend to offer rich opportunities for exploring emotional storytelling. This is often exactly what clients want in their campaigns, but might see as too much of a risk – unless you can share an example of how well you can deliver in these terms.
Some of our best portfolio pieces have come from passion projects. How do we know that’s more than just our opinion? They come up in conversation on discovery calls with prospective clients, who have gone on to hire us on the strength of these spots.
From the work we’ve done for organizations like Ronald McDonald House, to our original short films, the projects we’ve pursued in the name of community and love of the craft have driven big leaps in our work and have helped us continue to grow as an agency.
Client work pays the bills but it doesn’t have to represent every piece in your portfolio – and arguably shouldn’t.
The best agencies for commercial directors and advertising directors are going to be the ones that actively position you for success. If you're stuck in the middle of a top-heavy directors roster, are just simply not booking enough work through your current agency, or are a thriving commercial freelance director looking to level-up, reach out to us anytime.
Ajax is a young, growing, hands-on agency. We’re always looking for new talent to grow along with us, in the U.S. or Canada.