Established commercial directors are the subject of this regular feature. Each issue we will profile their careers, accomplishments and the ideas that propel them to new advertising heights.

spy Films director Wade Sherman is always ‘either pitching or shooting’ commercials. However, between jobs, Sherman is not one to sit around on his clapboard whistling show tunes and counting his cash. In fact, Sherman does a lot of in-house television station ids and promotions for broadcasters such as ytv and MuchMusic. In his television promo work, Sherman is represented by himself.

‘I started in tv promotion,’ Sherman says. ‘Most of my work is doing image advertising – station ids and promotions. So that sort of brought me into the 30-second format. Then a couple of years ago, I hooked up with Spy and we started pitching commercials and stuff.’

The first spot to net Sherman any significant recognition was a psa he helmed for Alcohol and Drug Concerns promoting responsible drinking. The spot features a frighteningly young girl talking about the crazy night she had experienced and the kicking hangover that resulted. The spot won Sherman a 2000 Mobius Award as well as a certificate at the Marketing Awards. ‘It was also short-listed at Cannes this year,’ Sherman adds.

In terms of his spot work, Sherman is pleased he isn’t ‘pinpointed’ in terms of a style or tight focus in his directing work.

‘I like working with actors and I like doing comedy stuff, but I’m up for anything,’ says the director. ‘I did a lot of over-the-top stuff, comedy stuff.’ Now, he says, he’s looking for jobs that involve ‘working with the subtleties.’

Sherman, who loves the fact that directing is ‘a different experience every time,’ is grateful to be ‘making a living as a director.’ In fact, the Spy guy with the great helmer’s eye started as a production assistant and then became an editor before his ‘transition to directing.’

Learning was key for Sherman in his early days on commercial sets. As a pa, Sherman worked at Revolver Films where he was lucky to work ‘with a lot of people that were up-and-coming.’

‘I watched and learned,’ he says.

As an editor, Sherman developed skills that ‘helped [him] understand storyline and how to tell a story properly.’

It is the culmination of his experiences as a pa and editor that has added the substance and spice to his director’s stew.

Sherman has kudos for many in the industry who have played a role in his career. Specifically, he highlights Spy producer Sam McLaren, who he says is ‘awesome in making sure that everything is properly done.’ McLaren keeps Sherman from having to worry about ‘any of the exterior stuff.’

Actors have also played a role in helping Sherman advance his career. Either through ‘freebies’ or by just being ‘on the ball and improvising.’ Sherman mentions Matt Hawkins as an actor who has helped in the past.

The director makes it clear that ‘everybody is important – from the pas to the colorist to the editors and dops. If everybody pulls their weight then I end up looking good,’ he says.

Working mostly from Toronto, Sherman is certainly open to applying his trade outside the country, if the creative is right.

In terms of competing against American directors, Sherman notes he is competing against Canadian directors, anyway. ‘Competition is competition,’ he says.

Sherman recently completed five spots for Limbo, a new teen block on ytv. The director credits Dave Johnson, creative director at Much, and Dolores Keating-Mallen of ytv with giving him the ‘opportunities in tv-land’ to pursue his craft.

As for Spy, ‘They definitely push me,’ he says. However, the director knows longevity depends on the ability to come up with his own jobs as well.

‘I try to create my own work. You know, come up with ideas on my video camera and then sell them like that.’

In future, Sherman ‘just wants to get better. I just want to know, myself, that I’m a force to contend with.’ *

-www.spyfilms.com