Gemini nominee for best direction in a dramatic series (Mentors) Fred Frame comes from a solid commercial background – in fact he says he was ‘almost exclusively commercial until three years ago.’

And as good as this line of work has been to him, Frame is ready to make the leap from commercials to episodic, however difficult that is proving to be.

‘Once you’re perceived as a commercial director there’s a bias against [you]. People think you’re used to having three days to shoot 30 seconds; how can you do 30 minutes in five days? There’s some reluctance to use commercial directors [on series], even though there’s been a precedent set in the States. I think I’m slowly proving myself to people by directing Mentors (Minds Eye Pictures/Anaid Productions) and Incredible Story Studio (Minds Eye/Verite Films).’

The opportunity that resulted in his Gemini-nominated directorial effort came about via commercials he had directed for Regina-based Minds Eye. ‘I was looking for an opportunity to direct some episodic and Mentors seemed like an interesting show, so I went after them. I was very fortunate to make the contact.’

His campaign for episodic acceptance appears to be working – he has just finished another two Mentors episodes and has another gig on Edmonton-based travel show The Tourist.

After leaving the University of British Columbia film school in the ’70s, Frame worked on various feature films including A Man, A Woman and A Bank and The Changeling. He then established what was to be a 17-year relationship as a commercial director with one company and a subsequent four-year connection with another.

This run was punctuated by the feature film Home Movie in 1992, which was shown at the Montreal World Film Festival and the Vancouver International Film Festival and aired on Superchannel.

On reflection, he says he can see how this would have been the best time to pursue an episodic career, but demand for his commercial work was too high. ‘I was just so busy. It’s only been in the last few years that I’ve been pursuing drama series.’

Commercials, he says, ‘have been good to me. I just don’t want people to see me as just a commercial director anymore.’ *