Unsigned Director's Spec Spot Gets Picked Up by Brand

Director Chris Kelley recently completed a spec film to showcase his directorial talents and as a means to break into the advertising industry.

Little did he know that the finished spot, Will You, for US sports brand Point 3, would be so good that Point 3 would decide to run it on their social channels as an official campaign. Kelley, who's originally from Boston but was raised in Upstate New York, was interested in filmmaking from an early age, using his mother's digital camera to shoot home videos with his brother and friends.

"Good commercials can be really powerful and artistic, so I wanted something on my reel that reflected my skills as a filmmaker."

He studied filmmaking at college and credits a professor as being a big influence on him as both a person and filmmaker. "It was during those years at school where everything took shape and I decided filmmaking was what I wanted to do," Kelley says. Below, the as yet unsigned Kelley explains why he wanted to be a direcrtor and how he undertook the making of Will You. 

Above: Director, Chris Kelley.

Was directing something you have always aimed for?

Definitely. As a student, I did a lot of camera work and since graduating I’ve become an editor, but it’s all ultimately to improve as a director. I’ve always looked up to directors that have developed a strong aesthetic in multiple formats. Their work seems to always have that signature feel to it no matter what the form is. I think it takes a holistic understanding of the tools to get to that level, and that has always been fascinating to me.

What have you directed before helming the Point 3 spot?

I wrote and directed a short film in 2015 that won some awards. I’ve also directed a few branded content pieces for Philips and WeWork.

Where did the inspiration for When Will You Quit? come from and did you write the script too? 

I really wanted to do a commercial spot that lent the opportunity to use a variety of filmmaking tools to tell a story. Good commercials can be really powerful and artistic, so I wanted something on my reel that reflected my skills as a filmmaker as well as my ability to identify strong advertising. 

As for the creative, I’m at a point in my life and career where I’m committed to improving myself every day. I thought that idea was inherently connected to the messages I’ve seen in sports advertising and wanted to tell a brand’s story by pulling from my own thoughts, motives, and emotions.

What was the toughest part of the production process?

I think casting was probably the most difficult part. Once I knew the brand we were going to make this spot around, that choice had to be a perfect fit. I posted a casting call and sifted through head shots and made some selects, then Michael (who ended up doing the spot with us) appeared in my inbox and it was obvious he was the best choice if he could play basketball. I messaged him and we met up to shoot around for a while and talk; then it was crystal clear that he was the one. Luckily, he’s not only very talented but a really great person and was game for anything we wanted to do.

Why did you choose Point 3 as the brand for your spec film?

I chose Point 3 because of their brand statement. I was also looking for a sports brand that had little to no advertising in the cinematic style in which I was looking to execute. Point 3 was a perfect fit because their image was clear, and had not been done before.

Was the client aware you were making the film ahead of time or did you simply send it to them after it was completed? 

No, Point 3 did not know this was being created. After we finished, I sent an email to them with a link to the spot and they got back to me. I got on a call and they said they wanted to run it on their own social channels. They ended up releasing it right after the New Year.

Did you have any expectations of how they would receive it once they'd seen it?

I felt good when sending them the spot. I knew it was on brand and I had a feeling it would likely warrant a response, but I was really excited when they said they wanted to actually run it on their social channels.

How quickly did they let you know that they wanted to officially release the spot and how did that make you feel? 

Point 3 got back to me about 30 minutes after I sent them the spot. Once we were able to get on a call a few days later, they said they wanted to run it. My crew and I were all working on spec to showcase our skills and abilities so it felt great for not only myself but for everyone involved that the brand essentially validated all of our hard work.

I think that speaks to a lot of things; the talent of us filmmakers who made the spot, as well as the strength in brand image and messaging from Point 3’s marketing team. I think both of those things need to exist for a spec spot to be beneficial for everyone involved, and it felt great that this spot was going to be one of those.

Do you think more aspiring directors should try this route into the industry?

I still see myself as someone trying to break into the industry. Creating this spec film certainly helped shed light on the process as well as one’s own tendencies as a director. In my experience making this spec, I was really able to hone-in on the type of director I am as well as help define my role as the director in the larger equation. I think having that knowledge can really help leverage your own filmmaking skills and find opportunities where you can have the greatest impact.

What are your next plans?

I’m currently in pre-pro for a music video with an independent rap artist. I’m also looking to take on more commercial work.