Golden Path

Golden Path

It’s clear when speaking with Buck Productions director Warren P. Sonoda that all is well in his world.  Through a series of circumstances – okay, with perhaps a minor hiccup or two – this director has managed to stay true to his dream while gathering momentum in the cinematic and commercial arenas.

Born in Hamilton, Ontario, Canada, Sonoda first picked up a Super 8 camera at age 10, when he directed a 24-minute sci-fi epic, “Escape From Space” with the help of his grade 5 classmates.  In high school, he began directing the Gemini-nominated TV show, “Life: The Program” which was broadcast nationally on the CBC. His first commercial spot was directed in grade 11 for the J. Walter Thompson agency and its national Chiclets campaign. Promptly thereafter, Sonoda was accepted in Toronto’s legendary Ryerson University Film Studies program where he not only failed, but failed twice.  Not letting abysmal marks at film school stop his progress, Sonoda went on a phenomenal 10-year run where he directed over 100 music videos and became the first Canadian director to be nominated six consecutive years for the MuchMusic Video Awards. Along the way, he also distinguished himself as one of the best editors in the country, having cut five feature films including “Phil The Alien” which was featured at the 2004 Toronto International Film Festival and a special retrospective at New York’s Museum of Modern Art.

Humble about achieving milestones so early on in his career, it is Sonoda’s refreshing ability to assess his own personal path with clarity and insight that makes him so engaging.  “I’ve been preparing all my life for where I am now,” says the director.  “My family has been instrumental in my achieving these goals.  Although at first my career choice worried my parents, it was my older brothers that encouraged me to maintain my focus.  In fact, they even purchased my first camera.  And then, after my first paycheck – a whopping $3000 for the Chiclets campaign, my parents were a little less fearful, too.”  Like anyone who has passion for what they do, Sonoda has never worried about the financial component, forever believing that the money would follow based on his commitment to the work. 

Armed today with an arsenal of disciplines, Sonoda’s overall methodology gravitates towards telling tight, compact stories. His grasp of the narrative, whether long or short formats, has helped him be seen as a director who has a knack for good storytelling. “I know there are fantastic directors that go out and capture lush, beautiful visuals,” says Sonoda, “but I’m better suited at working the storyline with the actors and creatives.  Beautiful imagery is also important, but that’s not what I’m driving towards.”  With all that he has accomplished, it is somewhat surprising that Sonoda still thoroughly enjoys the challenges of taking a $10 million dollar idea and fitting it into a $10K production.  “The best thing for me is receiving killer material that helps show off my narrative and comedic skills.”

Pointing to his love of the strategy behind the advertising puzzle that continues to inspire him, Sonoda perceives the undertaking as a glorified chess game.  “All the pieces demand attention in one way or another – and all work in conjunction with each other,” he muses.  “The beauty of the orchestration is that there is only one conductor.”  Needless to say, being on the set is second nature for Sonoda.  Able to motivate his cast and crew by showing them that they will overcome whatever challenges arise, the director also knows that he is only as good as the people he surrounds himself with.  “Simply put, I work with great people.  When they see that I’m totally immersed in the energy of the shoot, I know that they’ll walk through fire to deliver the best possible end result.”

Encouraged by where advertising is, and where it is going, the director is fascinated by the future of the demographic.  “I’ll do whatever it takes to get the word out,” says Sonoda.  “I love knowing that the commercial can go far beyond television and encompass other forums. The fact that there is now a generation being born, bred and raised on the web only serves to open doors further for this genre.”   

His flourishing run of late further points to his infatuation for his chosen career path.  With two movies shot this past summer, Puck Hogs and Cooper’s Camera, and the recently wrapped feature on the topic of Merlin, Sonoda is not one to rest on his laurels.  “I have been extremely busy this year,” surmises the director, “so much has happened to me in the feature world.  But I’m looking forward to everything wrapping so that I can get back to shooting a commercial or music video.  I really miss flexing those particular set of muscles.”

So what could possibly add more credibility to the picture already painted here?  Perhaps the director’s undying recognition and appreciation for his co-workers at Buck. 

“I work for a great shop,” states Sonoda, “and although it’s small, the company and the people are fierce.  Even with ad dollars drying up, we’re managing to compete with the ‘big boys’ and hold our own.  Buck is more than a place that reps me – it’s family.”