Advertising is all about evolving and constantly adapting to change. It’s also about selling dreams triggering the buyer to take a desired action. For a brand to stand out, one needs to think outside the box, push the limits, and come up with an insight that has never been done before.

The same analogy must be applied to advertising film makers as they need to constantly evolve. They must challenge themselves with different ‘genres’ of scripts to explore their different filmmaking styles.

Often ad filmmakers get ‘typecast’ for the kind of films they end up doing. The creatives and producers too tend to adapt a ‘safe route’ when looking for an advertising director, mostly seeking ones who have mastered a certain kind of genre, whether it is comedy or action or lifestyle or beauty and personal care. It’s a boon to have that strength but one can also get trapped in a box. Remember, a film should define a genre and a genre should not define your film.

But how do you achieve this? As a visual creator, we need to transform ourselves - be open to ideas, get out of the comfort zone, adapt to changing trends, visit art galleries, travel and learn different cultures, attend more concerts, and embrace change so that we are not left behind!

But this game is not one-sided. We need to be taken seriously and encouraged by the advertising fraternity. Creatives need to trust the vision of a filmmaker. Producers need to take a chance. If a chef can make a kickass butter chicken, who is to say they can not slice up an equally good sushi?

The truth is, a film maker gets excited and invested when provoked with something that’s new. Fundamentally we need to have a collaborative culture where ideas are heard, encouraged, and newer visions are accepted. Just like the clients, maybe we also need to build our brand to establish that ‘YES, she can do all kind of films, and not just a particular genre’.

The reason we are in advertising is to tell different stories, come up with edgy ideas, and to break norms and barriers. We don’t want to get ‘labelled’. We don’t need a safe direction. We need ‘one for love’.

Fascinated by films since childhood, Shreya Shroff is a passionate storyteller who wants to tell stories about the intimate and delicate facets of human relationships. When she is not working, she is painting, cooking, playing badminton and reading. 

Fascinated by films since childhood, Shreya Shroff is a passionate storyteller who wants to tell stories about the intimate and delicate facets of human relationships. When she is not working, she is painting, cooking, playing badminton and reading.

This column first appeared in our April issue. Get your copy here.