I posted the most recent Cincinnati Rollergirls commercial, but I thought it'd be fun to show some of our process.
The general story for the spot was written by myself and my writing/directing partner, Brian Price. Once we came up with the story idea and the direction, I wrote a treatment.
Brian and I were originally going to direct the commercial, but due to our schedules – we had to be in New Orleans for Brian's brother's wedding – we decided it'd be the perfect time to turn a project over to another director at Plum St., Mike Potter.
Mike and I, along with our producer, Chenney, spent a few hours pouring over the story and the pacing. As director, Mike had some great ideas as to where he wanted the spot to go, and really put his stamp on the story. I created some simple storyboards along with Mike, which served as a shot list for the piece.
I don't like doing storyboards, but for the sake of time (i.e. not explaining to someone else what I knew Mike was looking for), I took my rough boards and did some quick, tighter storyboards.
(BTW, ask Brian Hagen about his excellent work on some of Plum St. Productions commercial and film projects.)
From there, my involvement with the process ended. Our editor, Joe Peak, took the boards, and cut them together into an animatic. That helped Mike, Chenney, Joe and the actors on set know what the pacing of the spot would be like.
And the result is a fantastic commercial. But then again, I'm biased.