How do you get into commercials?

[cardmaverick]

Hi,

I'm very interested in shooting commercials in addition to features and shorts. My big question is how do you get into that kind of production world? I hear it's just as cut throat as features. If there are any commercial DPs or photographers (i'm multi format ) roaming the boards here, any tips would be much appreciated!

I have done some research though. What I do know is that ad agencies tend to give projects to outside production companies, who then go and hire freelancers to make the spot. If I have this wrong, please let me know! Other than that, I'm at a bit of a loss. I have not yet approached any of the ad agencies in my area yet (DC Metro Area), as I'm still in the process of getting an HVX + M2 + Nikon package together (scheduled to be complete around May 2007...), but once I have it in, I really wanna get into shooting commercial spots, even if there just local, I need to start somewhere. Thanks!
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[cyclone]

Do a couple of spec spots to showcase what you can do and expect to do the first couple of "real" spots at cost (or even at a slight loss) to get your foot in the door. Send your reel to the ad agency or client, not the production compnay (assuminng you want to direct). Good luck.

 

[El Gato Negro]

It would be a good idea, for you to contact the local Advertising Salesperson for your local cable station. They usually have rates for airing commericials and it would be good to start a rapport with that person. That way you can included the air time with your package.

 

[milksac]

Almost all broadcast advertising is funneled through an ad agency. Agencies have the edge because they offer full service: print, TV, radio, web, etc. In addition to offering a full range of services they have a media buyer on staff that can negotiate with the networks aggressively because they purchase air time in high volume. So make nice with the ad agencies. Production companies fiercely compete with one another for agency business, because once you earn the trust of an ad agency you can count on a steady stream of work from them, a cash cow so to speak. Also, for the local spot work one of your primary competitors is the cable company. They offer clients free production and post in order to sell the air time. Yup, you're swimming with the sharks now. Woo Hoo.