When Directors Move In-House, the Entire Industry Benefits

Film directing and production within the advertising industry has changed dramatically over the last few years. While the number of channels we can use to connect with consumers has exploded, the client budgets have not.

We have to create more film content than ever before, which means we have to be smart about how we’re getting the job done. This trend has affected our industry immensely, and it’s one of the main reasons directors have moved from exclusive representation to the freelance space.

As I strongly believe in getting the right man or woman for the job - and not simply the one on the ‘exclusive’ list - the shift in the directors’ sphere has actually been refreshing and welcome. But, freelance directors are not the only way of moving forward in this fast-changing production landscape. Enter the unsung heroes of film.

Cut out the side stuff and grow

In-house directors have long been snubbed for not having to fight for a job, accused of not feeling the need to think out of the box or take risks of passion. The steady job as a creativity killer.

Looking at it from a practical perspective however, the paradigm shifts. While that freelancer is having coffee with creative directors all over town to land her next job, the in-house director is on set, directing. While the freelancer is juggling her agenda, the in-house director has a team of producers minding his schedule for him while he, you guessed it, is directing.

The moment any director gets to keep a super-steady pace of work without having to worry about the side stuff is the moment when his work goes from good to great. This has proven to be an exceptional opportunity for young talent to learn more, at a faster pace. In-house directors are making up a fast-learning, fast-growing talent pool. And from this, the entire film industry benefits.

Specialist vs all-rounder

Freelance directors get pigeonholed like there is no tomorrow. “Oh, you did a commercial with a horse and a leprechaun? Congratulations, you are now the go-to guy for every horse and leprechaun script out there.”

It’s hard to think out of the box if your clients keep hiring you to do the same magic trick over and over again. The in-house director on the other hand has to deal with a wide variety of briefings on his plate. He gets to develop a broad skillset and reel, making him extremely well rounded as opposed to being a specialist. Freelance vs in-house, specialist vs all-rounder - how does this fit into the production mix?

The perfect mix

The ideal production company has a roster of incredibly specialised freelance directors for very specific scripts: think food, horses and yes, leprechauns. But in this fast-changing production landscape it’s essential to have an in-house team of dedicated men and women who can deliver high quality content and know how to deliver it fast - courtesy of the steep learning curve that comes with working in-house.

Of course, the directors emerging from this in-house talent pool will eventually go out into the freelance world. But they do so with a boatload of experience that will take their freelancing counterparts most of their career to gain. So, if you are reviewing your longlist of directors whilst planning your next shoot, think of the underdogs and show the in-house director some love.