The Directors: Tom Spark
Tom Spark is a multi-talented, award-winning film-maker. His approach to direction, be it comedic or dramatic, is characterised by naturalistic performance with a slightly darker cinematic sensibility.
Tom brings a rich artistic background to his work which manifests in a keen and detailed eye with a flair for the technical, seamlessly weaving VFX into his work to elevate it beyond the standard.
Name: Tom Spark
Location: Sydney, Aus
Repped By: MINT
LBB> What excites you in the advertising industry right now? Any trends or changes that open new opportunities?
Tom> The rise of short-form video excites me. Platforms like TikTok, Instagram Reels, and YouTube Shorts have revived the 15-60 second format. The ability to access metrics and use agile production methods offers great opportunities for collaboration, iteration, and experimentation in video development.
Additionally, advancements in AI, AR, VR, and 360-degree video are transforming the way we create and consume ads, opening up new possibilities for storytelling and immersive experiences.
LBB> What elements of a script set one apart from the other, and what excites you about shooting them?
Tom> A strong concept, relatable characters, unique visual style, and clear story structure are key elements that stand out. I get excited by scripts that spark emotions, whether through comedy or drama, and have potential for visual amplification. A memorable tagline also adds impact, giving the script longevity in the viewer’s mind.
LBB> How do you approach creating a treatment for a spot?
Tom> The first step is understanding the brief. This involves conversations with agency creatives to gain context on the project’s objectives, key messaging, target audience, and tone. Next comes concept development and research, where I gather ideas and explore relevant campaigns to inform my creative approach. Then, I visualise the scenes, thinking through locations, props, casting, and performance.
The treatment itself combines vivid language and imagery to clearly communicate my direction. Where possible, I refine it with feedback from production partners, agency creatives, and clients to align with expectations.
LBB> How important is it to research a brand or market you're not familiar with before working on a script?
Tom> Research is crucial for creating an effective ad. I start by familiarising myself with the brand — its history, values, and target audience. Then, I assess the market trends, challenges, and opportunities. I review past campaigns to understand their tone and style, and I look into the target audience’s demographics and psychographics. If the ad targets a specific cultural group, I consider any norms and sensitivities to ensure relevance and respect.
LBB> What are the key working relationships for a director when making an ad, and why?
Tom> Two key relationships are with the creative lead (agency creative team or director) and the production company producer. The director and creative lead must share a vision, working together to find creative solutions and communicate effectively. The producer is vital for ensuring the logistical side flows smoothly. Open communication with the producer helps navigate obstacles and keep creativity alive.
LBB> What type of work are you most passionate about?
Tom> I’m passionate about strong storytelling paired with beautiful, inspired imagery. My work often leans toward dry comedy in advertising, but I’m experienced in a wide range of genres. What excites me most is any project that incorporates compelling storytelling and visual creativity, regardless of the genre.
LBB> What misconception about your work do you most often encounter, and why is it wrong?
Tom> People tend to know me for my comedy work, but my experience spans over 20 years across various genres. I’ve directed everything from gritty music videos to polished commercials with large-scale productions. I’ve worked with kids, animals, and even prime ministers. Regardless of the project, my approach remains consistent—combining my inspiration and experience with the brief to create an engaging piece for the target audience.
LBB> What’s the craziest problem you’ve come across in production, and how did you solve it?
Tom> On a recent shoot featuring insects, a last-minute script change called for a close-up of a live fly. We didn’t have the budget or time for post-production effects, and catching a live fly seemed impossible. Luckily, our props person used an electrified fly swatter to temporarily stun the fly without killing it. We were able to place the stunned insect into the macro frame, and just as it regained movement, we captured the perfect shot on camera!
LBB> How do you balance being open and collaborative with the agency and client while protecting the creative idea?
Tom> Developing trust and respect with the agency and client is key. Open communication fosters a collaborative environment where ideas are valued and protected through strong working relationships. This ensures that creativity is balanced with the practical needs of the production.
LBB> Your work is now presented in many different formats — how do you keep each in mind during production?
Tom> In an ideal scenario, we’d optimise the creative approach for each platform, considering audience preferences and platform-specific best practices.
However, this requires a digital-first approach from the agency, with adequate planning in both scripting and production. Skilled practitioners should be able to adjust for different platforms as long as they understand and optimise ads for each.
LBB> What’s your relationship with new technology, and how do you incorporate future-facing tech into your work?
Tom> Staying informed about new technology is essential for staying competitive. AI features have made advanced functions more accessible, and I’m excited by the potential of VR for storytelling. I remain curious about new developments, staying informed enough to collaborate with experts and iterate on ideas based on feedback and results.
LBB> Which pieces of your work do you feel showcase your best abilities?
Tom>
Celeste Barber BTS – A mockumentary combining comedy, advertising, and documentary. We worked with Celeste Barber to create a behind-the-scenes video for Holden Equinox, using her Instagram persona to showcase the car’s features humorously.
Lost in Thought – This stylised comedy portrays how our minds wander when we need to focus. It balances humour with the serious tone of a public service announcement.
Lia’s Story – A deeply emotional, non-comedic piece about a family’s experience with Cerebral Palsy. This video helped raise significant funds through a CP fundraiser.
