The Art and Business of Directing Commercials, Cinematography

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The 30-Second
Storyteller:
The Art and
Business of Directing
Commercials
Thomas Richter
© 2007 Thomas Richter. All rights reserved. No part of this
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ISBN-10: 1-59863-226-4
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Acknowledgments
As a director, one quickly learns that it is impossible to create a com-
mercial alone. I’ve learned that it’s much the same in writing books,
and I have a number of people to thank for their immense help in
authoring
The 30-Second Storyteller: The Art and Business of Directing
Commercials
. Kevin Harreld at Course Technology PTR was quickly
interested in the original idea and made sure it came to fruition.
Author and renegade filmmaker Graham Robertson made the initial
contact to Kevin. My good friend Brian Carpenter looked at the early
manuscripts with the eye of a Harvard graduate. Marta Justak edited
my loosely connected thoughts into a comprehensive text that readers
can actually follow. Executive producer John Clark and head of pro-
duction John Quinn, both at Boxer Films, Los Angeles, provided
insight, wisdom, knowledge, and support. Casting director Renita
Whited let me in on some casting secrets in return for a boyfriend.
For letting me pester them with questions, I want to thank the inter-
viewees: Joe Murray, who means it when he calls you “brother”; Tor
Myhren, a creative genius whom I’m grateful to call a friend; Matt
Tolmach, who has been a great domestique and lead-out man in life,
career, and on the road, besides being an indispensable friend; Kelly
Trudell, for his wise words and the permission to use the Ford project
as a case study; Jim van Osdol, for providing valuable insights and let-
ting me use materials from the
Birth
project; and Jim Zoolalian, a great
director, whose pitching skills have paid for some of my spec spots.
Sadly no longer with us, two executive producers, Joanna Bongiovanni
and Gary Weiss, who believed in me when I first began my career,
deserve a special mention.
My parents and grandparents, who instilled in me a love for art, film,
and writing. My brother, who hails from some excavation site in the
Middle East, where he tells his own stories using a much longer time-
frame than I do.
Finally, Stephanie K. Smith, who came into my life at just the right time
and whose presence, support, and love has made all the difference.
About the Author
Thomas Richter
is a commercial director who works all over the
world for clients from all kinds of industries. He began to assemble
filmstrips and create movies at the early age of six: he grew up next
to a Steenbeck editing table where his mother, an editor, was
working. The family trade of filmmaking was a natural choice for
Thomas, as his uncle is a director of photography, and his grandfa-
ther owned a 16mm camera and was shooting experimental color
film of Berlin in 1931. In 1993, Thomas moved to Los Angeles to
attend the prestigious Art Center College of Design. He graduated
in 1996 with a Bachelor of Fine Arts with Honors in Film. Thomas
has won dozens of awards for both commercials and short films,
including the John Sayles Award for Best Narrative Short, the Silver
Hugo Award for Best Campaign, and the ITVA Platinum Award for
Media Excellence.
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The Art and Business of Directing Commercials, Cinematography

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