Paul Hunter is, according to his publicity machine, a Very Important and Influential Director Who is Far Too Busy promoting his first feature flick to chat about commercials.

Hunter has other ideas. On the day of his film's premiere, MGM's Bulletproof Monk - starring Chow Yun Fat and co-produced by John Woo - he's on the phone rapping about his devotion to the humble spot.

"I actually like to do commercials more than anything else," confesses the 37-year-old Oakland, CA, native, who cut his teeth on R&B/hip-hop videos before joining HSI Productions' roster in 1996.

To date, he's helmed more than 200 videos and, after one long-form stint, though he certainly relished the experience, knows where his heart lies. "I could do a feature every other year, but I love the energy of flying to a location some place in the world, hooking up for three weeks with a bunch of creative execs from an agency, and then going for it."

Clients apparently feel the same way. "He's got such a sweet, warm manner that people just want to kill themselves for him," says Kerstin Emhoff, exec producer at HSI. No one's topped themselves on his behalf yet, but Dr. Pepper did put its second campaign shoot on hold until Hunter was free from movie commitments - or, at least, they waited until he was in post.

Emhoff says CDs often call Hunter directly when they have an idea for a project. Either that, or they request him specifically. "Get in line," she says wryly.

Hunter recently wrapped yet another basketball spot for Nike - Wieden + Kennedy's "Battle", which shows pro-ballers going one-on-one in a variety of indoor and outdoor locations.

The Nike/W+K team helped slam-dunk his commercial career in 2001 when they picked Hunter to direct their now-famous "Freestyle" campaign. He was in Cannes hoping to clinch the Grand Prix when Woo faxed through the Bulletproof script. Reading between the lines, Hunter saw the chance to reshape his rep away from streetwise hip-hop helmer - an image molded by years of work with rappers like LL Cool J, Will Smith and Puff Daddy.

"Freestyle" didn't win over the Cannes judges but Hunter did win over Woo - as soon as he received the script, he flew from France to LA to argue his case.

Up to that point, Hollywood had been pushing "urban, shoot-em-up gangster film" scripts at Hunter. Bulletproof was different. This film comprised live action, comedy and even "a spiritual element. It embraced a lot of different things I wanted to try", not least the craft of storytelling.

Still, the process took its toll - something that became apparent to Hunter's colleagues once the film work began. Emhoff recalls that one day, shortly after prep began on Bulletproof, Hunter walked into the HSI office with a completely shaved head. The day before, he'd sported his signature long dreadlocks. She and the rest of his HSI colleagues were dumbfounded. "It was like he was saying: 'Okay, I can't deal with anything. I need to just focus on this movie.' And he did. He worked his ass off."

It seems Hunter is used to working around the dictatorial demands of others. Emhoff says he's devoid of ego and supportive of others' talents, even when they might rival his own. For instance, heroutinely brings newer directors into the HSI fold and happily mentors them.

Endearingly, too, he's star-struck around the artists he admires, from director Joe Pytka to Michael Jackson, whose 'comeback' video, "You Rock My World", Hunter helmed last year. Emhoff recalls the King of Pop bombarding Hunter with phone calls throughout the night. By day, "it was draining for everyone around [the set] but Paul said, 'I don't care. I've always wanted to work with him.' It was his lifelong dream."

Is Hunter surprised at his own level ofsuccess? Put it this way: as a kid, when he wasn't sneaking into Chinese theaters to watch kung-fu matinées, jumping off cars like Bruce Lee or dreaming about meeting Jackson, he was envisioning a career as a mailman. "My grandad suggested I get a postal job with benefits."

Information:
Production affiliation: HSI Productions, Culver City, CA
Style: "Disarming and collaborative" - HSI's Kerstin Emhoff
Influences: Fincher, Pytka, Spielberg
Favorite movie: Raiders of the Lost Ark
Favorite expression: That's hot
Favorite music genre: Hip-hop; these guys have a very raw attitude
Best person to direct: Will Smith, Michael Jackson
Who would you most like to direct? Al Pacino
Who should direct you? A 10-year-old boy
Toughest point of your career: Directing a feature film
What's next? Vacation after the war

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