Director/cameraman Derek Case is setting a new place for himself at the international commercial production table – expanding into new markets as well as into new types of work, including directing long-form projects.

Since Case joined Generator as director/cameraman last year, he has increased the scope of his work, turning the u.s.-centric tendencies of the advertising industry to his advantage by going after the work at its source. Securing representation in the u.s. as well as Mexico, Europe and elsewhere, Case has continued to build his tabletop reel with high-profile work. While Canadian agencies may tend to look for the u.s. name brand director, Case has taken the opportunity to become a u.s. name – quoting against the top tabletop people in u.s. markets and elsewhere.

Case is represented in the u.s. by Steel Productions, by Film ConeXion in Mexico and South America, and by Toronto’s filmblanc in Europe.

While closing the production operations of his company Magic last year, Case retained his studio and equipment. Unshackled from the constraints of running his own business, the veteran director/ dop was freed up to focus on his craft and establish himself in the ranks of tabletop shooters south of the border.

Case has done work for clients including Dairy Queen and Russell Stover Candies out of the u.s., and recently did a seven-day live-action/animation combo job with TOPIX/Mad Dog for Pepsi out of Mexico. Over 70% of his work comes from international sources, he says. Case has also had the chance to do documentary work, including a project on Toronto’s Caribana Festival for pbs through Generator.

Since there aren’t legions of up-and-comers redefining tabletop every hour, it’s a field that hasn’t always moved with the times, Case observes, but with his current situation he has been more able to do the experimenting that’s always been his inclination.

‘I always try to push it further,’ says Case. ‘Food has to be beautifully lit, etc., but the main thing is to make it interesting. That means it always has to be kept on the move. It’s important how you transition from one scene to another.’

Toward that end, Case is always testing new gear and techniques – competing with the music video guys at the equipment rental counters, he says. Case in point is a recent Swiss Chalet job that involved a camera with a swing and tilt mounted on a double head and on a linear bed.

While Case acknowledges the pitfalls of being an established name in Canada – in that an experienced director may not be viewed as contemporary – in other markets, Case says the judgment tends to be based solely on the reel. In tabletop in general, the experience is an unmitigated plus, Case says, and it means he is now competing in the top ranks of u.s. work. ‘I don’t think you can do what I do without the experience,’ he says.

Case also worked with TOPIX/ Mad Dog on the ‘Explosion’ spot for Russell Stover through Kansas City’s Berstein-Rein. In the spot, tiny chocolate construction workers detonate explosives on the featured Pecan Delights candies and are showered with chocolate and pecan shrapnel.