Avion Films director Jean-Marc Piche is a man about North America who is intensely proud to be a Canadian. The spot director divides his professional life between Toronto, Montreal and the u.s., and estimates he’s on the road 20 days a month.

‘I’m very lucky because I work in three markets,’ says Piche. ‘When Toronto is not busy, I’m busy in Montreal. When Montreal is not busy, I’m busy in the u.s. I’m on a plane every three days. It’s kind of crazy.’

A native of Montreal, Piche began taking steps toward his commercial directing career in 1988, when after directing news and documentary programming, he produced and directed a music video for a friend’s band. Reaction to the clip was positive and Piche continued directing videos, which laid the path to commercial work. He moved to Toronto from Montreal in 1996 and joined Avion a year later.

Having worked extensively in Toronto, Montreal and the u.s. (where he is repped by Conspiracy, New York), Piche points to key differences between the markets.

‘The three places are totally different for me,’ he says. ‘In Montreal, the creative people are over your shoulder all the time. They really check everything. Sometimes it is good and sometimes it is bad. Toronto is very respectful toward the director, so when you are shooting they really have confidence in you, and if they argue, there is a reason.’

Piche enjoys being involved in the post-production process and seeing a spot through to its finish, seldom an option on u.s. jobs. He says there is always a concern when shooting south of the boarder that his vision will be lost in post, which is why he prefers to shoot in Canada, specifically Toronto. He is also convinced the creative work being done in Canada is as good as, and in some cases superior to, what is available in the u.s.

‘I love to shoot in Canada, but unfortunately many Canadian jobs go to American directors, so I have to go south,’ he says. ‘I’m shooting more in the u.s. than I am in Canada, which is unfortunate. I wish I was at home more to see my wife.’

Piche is passionate about the issue of Canadian directors being passed over for Americans. He feels there is not enough trust in Canadian directors in this country and sees more homegrown talent relocating to the States in search of jobs.

‘I have nothing against American directors,’ Piche says. ‘I think, though, at some point we will ruin advertising in Canada because it will continue to look more and more American. I feel we have to protect our business, because if we don’t, it is going to go away.’

Piche estimates he shot 55 days in 1999 and has continued to be busy in the early part of 2000. Recent work includes spots for Cadbury, Ricola and Honda, with more on the way from Molson, among others.

Piche’s versatility is perhaps one of the reasons he is called on so often, and he says it is important for a director not to commit to any specific style.

‘I think a director should be able to do everything,’ he says. ‘I would not want to be stuck doing only one thing. I think when switching from one style to another, you bring something new to the style by adding all of the baggage from other work you’ve done before.’