Now more than ever before directors need to be more than just directors to meet the requirements that come with making even the simplest of commercials. According to Dani, directors need to ‘…also be able to collaborate on the creative, help with scripting, run a shoe business on the side, knit nipple caps, be fire on social media, and also direct the commercial.’
Apart from solving the technical aspects of an idea, Dani is responsible for heavy SFX jobs, food, scripts with kids, animals, bank ads, high fashion, alcohol; you name the genre and Dani’s probably directed about *10 of them which makes it pretty much impossible to pigeonhole her. What defines Dani as a director, is her approach to the work, unmoved in her belief that the idea is at the centre.
*Actual number unknown to writer, but it’s a lot okay.
‘This is a weird question, but can you shoot an ad during a level 4 lockdown?’