Every commercials director has a vision when it comes to a production. And this vision can lead to wildly different end products. The body of work of the PSP directors is relevant to Asian production in terms of performances, use of music, on-screen messaging, and the overall feel of the advert. Not only have they been exposed in Portugal to the global productions flowing in, but they all have experience in shooting abroad, as well as international training.
At the treatment stage, the PSP directors take a scene-by-scene approach to how they will tackle the commercial. This is their chance to show the client how passionate they are about the project, to demonstrate the care and attention they will take in bringing it to life. Finally, they are team players. They will take charge but are equally open to suggestions to refine the end product. In their spare time, they play music, this skill clearly adding to their sense of pace and sequence, or explore composition and visual styles by photographing their world. Patricia Lino sees a bright future in PSP’s collaboration with each of these directors, and their particular area of expertise.