#thecavalry

When Kiran Koshy joined the judges at AD STARS 2017, he was a Creative Director at Innocean Worldwide USA who dabbled in commercial direction on the side.

Since then, his work for Organic Doggie Treats and Atomic Candy has led to a Bronze Clio, a pair of LIA statues, multiple Epicas, and got him featured in SHOOT’s New Directors Showcase, so it’s not surprising that Kiran has decided to take the plunge and pursue a full-time career as comedy director after being signed by The Cavalry. We asked him about the mental discipline that’s required to freelance, and how it feels to leave the security of agency life behind. Kiran was born in India, spent 10 years with The Richards Group in Dallas, Texas, and is now based in Los Angeles.

You have just been signed by The Cavalry Productions, how is it going?

Yes, I’ve just left Innocean to pursue a full-time directing career with The Cavalry. I’m very excited about this new chapter in my career, and am eagerly awaiting boards. Before I left, I was pretty busy wrapping up a few Hyundai model launches for Innocean, and working on some personal directorial projects.

What is the hardest thing about transitioning from life as a creative to life as a director?

It’s the knowledge that there’s no regular salary or predictable paycheck –terrifying for someone who’s never been a freelancer. And, that it’s a waiting game with no 9 to 5 clocking in involved, and no office to drive to everyday. You really have to discipline yourself mentally, and physically, to find a routine that’s malleable to the unpredictable nature of the job.

You’ve said that your kids love everything you make; your wife – not so much. Are you still trying to win her over with your work?  

No. She’s hardwired as an academic so she’s never the target demographic of any of my work, fortunately.

Are you working on any interesting projects at the moment?

I’m awaiting the next round of HomeVestors scripts, which tend to be pretty funny, and I’m developing a pretty nutty fundraising campaign for men’s health with some friends of mine. I’m also in post on the most brazen thing I’ve ever done… which involved flying to Iceland last November with my DP, a drone, and one actor, in an attempt to shoot a spot I’d written six years ago. We managed to get it done despite some trying circumstances. I’m very excited about it.

You attended AD STARS for the first time last year: why should production companies consider entering?

AD STARS is a rather special show. The jury was truly diverse, truly international, and of a high caliber. The voting process was incredibly democratic. I found the fact that it was free to enter very refreshing… a much-needed anomaly in the ad world. Busan is a very pretty place, and the organizers (most of them young volunteers) went above and beyond to show us a good time. The show means a lot to the advertising and marketing community in Korea, and it’s supported by the government… rather unique. There’s a general feeling of warmth one feels as a juror, arising from contributing in a meaningful way to such gracious hosts.

Production companies should consider entering the show because it does get a lot of attention in the Asian and Australasian regions. There are multiple markets here on the cusp of rapid growth, and they’re going to need content in spades. Established companies can help develop talent, production processes and capabilities here, and generate some pretty interesting work as well due to the rich visual cultures that exist in these places.

Do you have a favorite memory of Busan?

The day we visited the Fish Cake factory, the spectacular fish market, and jumped on the cable car that went over the bay. Pretty special.