Thwaites, 36, became a director via his work as a director of photography, a transition he terms a natural progression.

"I have always been a DP for whom ideas are more important than the technical side of things," says Thwaites. "So shifting my focus to include directing did not seem a big change."

Thwaites works with Gorgeous Enterprises in the UK and with Anonymous Content in the US.

Boards: What commercials, short films or other projects have you directed?

Thwaites: I started with a test spot for Saab. Purely visual. Then some TV idents for Saatchi & Saatchi, London. They gave me my first ad, a test spot for Lexus called "Car Wash," and then a commercial for Lloyd's bank, "Guard Dog, Not." Following on from this, I have directed ads for PricewaterhouseCoopers for Hill|Holliday in New York, El Liceo for the Barcelona opera house, and most recently, Aristoc Tights for Miles Calcraft Briginshaw Duffy in London.

Boards: Tell us about your experiences directing the three spots contributed to the First Boards Awards?

Thwaites: The most important experience has been the lessons learned, the chief one being about scripts. I think that each of these scripts is based on a good, simple idea, [and] with that as a foundation, it is so much easier to have ideas yourself; you soon realize which are terrible and which are not, because the base you are building them on is solid. I've always thought that I would want to direct only the more obviously photographic jobs because of my work as a DP. However, I have since come to realize that the only important prerequisite is a good idea and the look or style will develop naturally from that point.

Boards: What are the biggest challenges facing newer directors in the UK?

Thwaites: The number of other directors. And then, making the step up from being new.

Boards: What are the advantages of being new to the ad scene?

Thwaites: I don't really know because I am not. I'm new as a director, but through my work as a DP, I have been working in the business for several years.

Boards: How would you describe your approach to directing spots?

Thwaites: Collaborative and excited.

Boards: When do you think you had your turning point (i.e., getting the good scripts)?

Thwaites: When I got taken on by Gorgeous Enterprises last year.

Boards: What is your most memorable shooting or production moment?

Thwaites: Shooting a Lloyd's commercial with 15 dogs and one cat who couldn't read the script.