John’s versatility and fluidness with different production categories extends into television commercial production. John’s prolific career directing television commercial spots has spanned more than 25 years. His work has encompassed numerous industries advertising products nationally, regionally and locally.
One of John’s greatest strengths as a commercial director is his acute awareness of the audience he is trying to reach and his ability to find what he calls the audience’s “Achilles heel.” Pushing the audience off the fence and impelling the audience to buy products is the cornerstone of John’s work as a commercial director. He believes deeply that the foremost objective of any production, regardless of format or genre, is to stir the audience and provoke a visceral reaction. This philosophy certainly holds true for John’s commercial productions, even as far as book promotions.