Commercial Directing: From Concept To Creation

INCLUDED IN THIS LESSON: Director’s Treatment, Commercial Script, Production Schedule, Storyboards, Cheerios Spot, and the Cheerios BTS Spot. (Downloadable: Agency Boards, Script, Treatment)

IN THIS LESSON YOU WILL LEARN:  Get inside the head of one of the most successful commercial directors today. Xander™ takes you through his creative process in pre-production, from writing your treatment, to pitching your concept, making casting decisions, and creating storyboards.  You’ll see his vision brought to life on the day of the shoot and how he works with the agency navigating client politics while forging ahead and keeping the team on schedule. These lessons are insider information for you to deconstruct and make them your own.

  • How to write a Director’s treatment to land jobs
  • How to navigate agency and client politics
  • How to pitch your ideas so that you get them sold
  • How to prep your production schedule
  • How to work through casting decisions
  • How to communicate your vision to your Director of Photography
  • How to tailor storyboards that get the message and concepts across to all
  • How to build your schedule and prioritize your storyboards


<<<Mark>>> This Cheerios Case Study Lesson was worth the price of an entire year of monthly subscription to the Hurlbut Academy.
<<<Craig>>> Great work on this, Shane! Thanks for sharing your experience.
<<<James H>>> Stunning to see the actual amount of work done from pre pro to final product. And all for just 30 seconds. Btw I do remember the spot well. Always wondered if the kid was an actor. And I see he was not. Makes it even more interesting to watch this unfold.
<<<Ross>>> I love that commercial. The concept is excellent and the execution is top notch!
<<<Schy>>> Shane you are outstanding. These real world examples are gift. Thank you.
<<<Noel>>> Excellent Lesson Shane. Loved reading Xander’s treatment and thoughts. Always great to see how others create.