Toronto commercial director Jeff Siberry has left Trailer Park Films in favor of the Big Film Company. The attraction between Siberry and his new spot shop was mutual and undeniable. According to Big executive producer Angie Colgoni, once Siberry walked into the Big offices, he wasn’t going to get away.

‘He came in a couple of times and we didn’t want to let him go,’ says Colgoni. ‘We had a couple more meetings with him and there was something about him – we couldn’t let him walk away from the company.’

Colgoni says what she saw in Siberry was not only a good reel, but also a lot of potential. She says his style right now is more of a ‘mixed bag,’ but she believes he will excel at comedy and dialogue spots. Siberry says that’s just fine by him, because Big’s willingness to nurture his desire to explore comedy/dialogue spots is what really attracted him to the company.

Siberry joins Big after having shot his share of music videos (for the likes of Big Sugar, the Rankin Family and Junkhouse), and learning his commercial chops at Trailer Park.

Siberry caught the directing bug early – at age 12 – when, as an Ottawa-born youngster, he started creating his own films with his camcorder. He graduated into acting in community theatre, where he says he learned the basics of blocking and working with performers. This knowledge was put into practice at Trailer Park years later when he started shooting commercials.

‘I learned the business through [Trailer Park] and we developed a reel based largely on dialogue work and working with actors,’ he says. ‘I think my strengths lie in working with actors. I was excited that Big wanted to do some business with me and find me work on some actor-based jobs.’

Siberry says he wanted to go with Big because of the quality of directors, such as Derek Vanlint and Alan Marr, already on its roster.

‘It’s a big honor to be included in with the talent they have,’ he says. ‘I also really liked the way the company works – very much a hands-on approach to production that was very attractive to me. I could see myself with them in the future.’

At 29, Siberry says he is not intimidated as much as awed by his company at Big. Sharing an office with several well-schooled and very experienced commercial helmers is something he takes seriously. Executive producer Colgoni says his youth is part of the reason Big was so gung-ho to lure Siberry aboard.

‘I think it is a great time for us to bring a young director in,’ she says. ‘He’s got very fresh ideas.’

Siberry has a very straightforward take on what he does for a living. It’s important to keep television viewers entertained, he says, while keeping his commercial clients and creatives happy.

‘My personal view on advertising is that it is more or less a propaganda film,’ says Siberry. ‘That’s the way I’ve always looked at it. Instead of selling an ideal or a notion, I’m selling a product, and that is generally how I approach each project. You’re always asking yourself, ‘How is this shot going to be interpreted by the audience?’ ‘ *