Commercial Director Kevin O'Brien on Making the World a Better Place

He explains why 'The hard way is the right way'

Kevin is a seasoned commercial film director with 15 years of industry expertise. He has helmed projects for NBC, Volkswagen, Amazon, Coke, Walmart and Publix. In the feature realm, Kevin’s At the End of the Day, made in partnership with The Film Collaborative, called for LGBTQ+ acceptance and inclusion.

We spent two minutes with Kevin to learn more about his background, his creative inspirations and recent work he’s admired. 

Kevin, tell us …

Where you grew up, and where you live now.

My dad was in the Coast Guard, so we moved a good bit: Florida, Hawaii, Virginia. In 1998, I moved to Lakeland, Fla., for college, and have lived here ever since. I’ve been married to my high school sweetheart for 23 years, and our three kids just graduated from high school. We also live with two Goldendoodles after years of requests from my kids. They were right. 

How you first realized you were creative.

My earliest creative memories are of sewing clothes for stuffed animals and putting on plays with action figures. I was pretty good at a lot, and brought creativity to most areas of my life. It wasn’t until my late-20s that I realized filmmaking was the thing I loved and would pursue as a career. 

A person you idolized creatively early on.

M. Night Shyamalan. His intentionality in choices impressed me—what to show, what not to show, certain meanings of colors and visuals, and tying those into an emotional moment. Watching his early work pushed me to think more about each frame and nuance.

A moment from high school or college that changed your life.

In college, I did not major in filmmaking, but I took an Editing for TV class. I loved it so much that I almost switched majors. My school didn’t have a specific film major at the time, so I didn’t change, and wouldn’t pursue filmmaking for another 10 years. The seed was planted, however. And a decade later it grew and compelled me to teach myself.

A visual artist or band/musician you admire.

Noga Erez. Her sound is unique, bold and engaging. I can’t stop listening. It’s so emotional and beautiful. 

A book, movie, TV show, or podcast you recently found inspiring.

I was incredibly inspired by the show Shrinking. I love that it’s full of empathy and strong characters who work through their conflicts, while still being hilarious, heartwarming—and not rated G.

One of your favorite creative projects you’ve ever worked on. 

I directed a back to school spot for Publix in 2022, and it was everything I’d hoped to accomplish as a commercial director: authentic, grounded, subtle performances, humor and emotion. While the end product is my favorite work, the creative process with the art director (Jimena Fate) and copywriter (Lindsay Fraser) was the most collaborative I can remember. The whole team flowed and empowered each other to make it great. I’m a big fan of a quality process. The “how we make it” can be just as important as “what we make.” 

A recent project you’re proud of. 

Massey Miniatures. I’ve been in love with miniatures for a long time. When my friends at &Barr brought me this concept, I was all in regardless of the budget. The campaign was a unique take, and the scripts were incredibly charming. I love how our team all worked together: the beautiful and lifelike lighting by DP Austin Burke; the intricate details of the miniatures by Cheronda Scott; and the support from our agency team (Meg Rosenoff, Rachel Clements, Lynn-Whitney Smith).

Someone else’s work that inspired you years ago. 

I was so moved by Cole Webley’s “84 Lumber” Super Bowl spot. It was beautiful, raw and simple. It’s a work of art that inspired the tone of a lot of my work. 

Play

Someone else’s work you admired lately.

I’ve been a fan of Suzanne Clement. Her photography always brings me joy and makes me smile. I want to create work with the same effect on others.

Your main strength as a creative person.

Work ethic and collaboration. Creativity is no place for cutting corners or inflated egos. In my experience, when facing a choice between the harder way and an easier way, going the extra mile always results in better work. My work motto is “The hard way is the right way.” And that includes the idea that the work gets better when influenced by a team of creatives.

Your biggest weakness.

Distractions. It’s much easier to work on another project or focus on the new boards that just came in when I’m midway through a project. The key is to work in small segments of focus, then let my mind wander a bit. 

A mentor who helped you navigate the industry.

I am so grateful to Jordan Brady. He’s a comedy commercial director. He’s been doing this for over 20 years, and he is the most generous person with his experience and wisdom. Between his podcast (Respect the Process) and his boot camps, Jordan’s mentorship has taught me most of what I know about the industry. 

How you’re paying it forward with the next generation of creatives.

I prefer to lead by example rather than talking. I’ve had newer directors shadow me on set, and I’m always open to talking through my experiences. There is no way I would be in my position if others weren’t so generous, and I try to do the same. 

What you’d be doing if you weren’t in advertising.

Something in politics or advocacy. I have a passion for making the world a better place, specifically for those who are underrepresented.