Director’s Brief: 10 Questions with Tom Gould @ The Sweetshop
Director’s Brief: 10 Questions… is a new Q&A series from Campaign Brief that shines a spotlight on the broad mix of talent shaping New Zealand and Australia’s commercial directing scene. Born in Aotearoa and raised on a steady diet of music, mischief, and storytelling, Tom Gould, represented by The Sweetshop, answers CB’s 10 Questions.
Sum up your directing style in three words?
Real. Emotive. Visual.
Was there a specific ad that made you think, “I want to do this for a living”?
Instant Kiwi by Lee Tamahori
What’s your all-time favourite ad?
Guinness Surfer by Jonathan Glazer
In your experience, what’s the secret to a smooth director-agency-client vibe?
By making sure everyone feels like they’ve been heard. But then for you to be direct, cool and concise. At the end of the day, it’s a team sport.
Where do you go (or what do you do) when you need to recharge your creative batteries?
To the ocean. It has humbling healing powers whenever in need of a reset or recharge.
Ever had a happy accident on set that turned out to be a game-changer?
Too numerous to mention. I feel unplanned magic is always the best. The thing is, the planning needs to be there in the first place for the unplanned to exist.
We were shooting a campaign for Waka Kotahi (watch below) out on a tidal piece of land, and suddenly a murmuration started happening right in front of us – on screen. Everyone who saw that commercial would have thought we added it in post, but that was all mother nature coming to help the budget.
What’s an up-and-coming trend in commercial filmmaking you’re pumped about?
Budgets increasing, oh wait…
If you could direct a dream ad for any brand, which one would it be?
In New Zealand? Mainland Cheese. In my opinion, the musical score from their old commercials is one of the greatest ever. I would love to put a story together (against that piece of music) which brings back the nostalgia of a nation.
What’s the best advice you’d give to someone trying to get into directing ads?
Focus on your personal work. Let people know what you’re about, what interests you, and take that time to explore your storytelling style. For me, personal work has always led to those larger opportunities.
What are your top 3 ads you’ve directed?
Canterbury of New Zealand – 120 Years
Waka Kotahi – Don’t Let the Drugs Drive
Reebok – Heart over Hype
See more of Tom’s work here
To work with Tom contact Greg Fyson: greg@thesweetshop.tv and Edward Pontifex: epontifex@thesweetshop.tv