'Because it's the Super Bowl,' Buckley said, 'the stakes are so, so high.'
or an emotional 23-minute opus. It's all storytelling. So he's not one to get caught up in labels.
That thinking proved to be naive. Instead, Buckley ultimately found steady work co-directing some commercials for a then-burgeoning sports channel called ESPN. He co-directed an estimated 30 to 40 editions of the now-famous"This Is SportsCenter" campaign and about 180 hockey-related spots. He called it"film school on ice, basically."
Buckley said the beginnings of each commercial, and his influence within it, can vary. Some companies or ad agencies give the director an airtight script and little room for change, he said. Others have a general idea and trust the director to make it work. Decisions on casting, location, script and final edits can all fall within Buckley's purview — in addition to, of course, the actual filming and framing of the ad.
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