Lance Acord came up in the film world as a cinematographer, working on high-profile features with Sofia Coppola and Spike Jonze as well as a slew of music videos. He was never the most technical DP. He was more drawn to storytelling, as would become clear when he made the move into directing in the late ’90s.
“Directing was something I was always interested in,” Acord told Ad Age recently. “Even as a cinematographer, beyond the lighting and camera work, to me it was always more about the story, the characters, engaging with directors on that level. To this day, I keep things pretty simple in service to whatever the concept or story is. So directing was a pretty natural transition for me.”
In the 25 years since founding Park Pictures with Jackie Kelman Bisbee, it’s safe to say that transition has been a resounding success. Park has long since become one of advertising’s top commercial production companies, with an anniversary reel that’s as strong as any in the business, including some of the most famous ads ever shot—Volkswagen’s “The Force,” Nike’s “Jogger” and “Dream Crazy,” Geico’s “Unskippable,” Apple’s “Misunderstood.” The list goes on.