Meantime Roles
We uncover what the life of a director truly looks like.
What Does a Director Do in the Production of a Video?
When people think of a director, they often imagine someone shouting “Action!” through a megaphone, pointing dramatically into the distance. But the real work of a director, especially in the production of a video for web or advertising, is far more nuanced, collaborative, and quietly powerful than that. At Meantime Studio, the director isn’t just there to call the shots. They’re there to shape the heart of the story! To take a brand’s message, audience goals, and creative ambitions, and translate them into something that feels. Something that connects. One of the directors who does this beautifully is our very own Joe Murray.
Shaping Vision Into Reality
In the production of a video, the director is the creative lead. They interpret the brief, develop the narrative, and guide the tone, pacing, and visual style. Whether it’s a 30-second campaign ad or a multi-day documentary shoot, the director is responsible for making sure everything on screen serves the story. Joe is brilliant at this. He brings a rare mix of intuition and structure to every project; knowing how to keep things emotionally honest without ever losing sight of the client’s purpose.
Whether he’s working with first-time contributors or experienced actors, Joe knows how to get real, grounded performances. He directs with empathy and clarity, making people feel comfortable in front of the lens while never losing track of the bigger picture.
“That’s the difference a good director makes in the production of a video: they go beyond the visuals to create something that resonates.”
The Bridge Between Client and Crew
In commercial work, the director sits in a unique position. Responsible for honouring the creative vision and delivering on the client’s objectives. That balance is a craft in itself. At Meantime, directors like Joe collaborate closely with producers, creatives, editors, and clients from the earliest stages. They help shape scripts, select visual references, work on casting, and define the film’s tone. On set, they’re leading the crew with confidence. In post, they’re working hand-in-hand with the editor to fine-tune the story. The production of a video is full of moving parts….. but the director is the one keeping the creative centre steady.
Direction is Emotional Intelligence
Directing isn’t just about vision, it’s about people. A great director understands what a contributor needs to feel at ease. They know how to talk to a DOP, a sound designer, or a client in a way that builds trust. They know how to spot the take that feels right, even if it’s not technically perfect, and how to guide a team toward a shared goal, even under pressure.
Joe is a master of this. He brings a calm, focused energy to every shoot, and knows how to elevate the work while keeping the atmosphere light, thoughtful, and collaborative. You won’t catch him barking orders — but you will see everyone doing their best work around him.
The Meantime Difference
At Meantime Studio, the production of a video isn’t just about turning up with a camera — it’s about creating something with purpose. And a director is central to that process. Want to work with a director who gets the big picture and the small details? Drop us a line — we’d love to talk.
Like what you see? Let’s work together