Unyielding Passion

Unyielding Passion

Sean Thonson grew up - quite literally - with a camera in his hands. 

This feat may have been easier than it sounds, seeing how his father taught graphic design and photography at Humboldt State University in Northern California. At a very early age Thonson took advantage of his dad's knowledge (and his dark room) to begin a lifelong study of light and composition. His passion for imagery led him to a degree from Art Center College of Design and on to a successful career as a still photographer then as a director and cameraman.  Currently, at Supply & Demand, having prior affiliations with MJZ and Cucoloris, Thonson is happily weaving his own brand of magic in every project he takes on.         

His latest, a global campaign for Dow Chemical, is a prime example of what sets the director apart from many of his counterparts. Shooting in Dubai, India, Germany, China, and Hong Kong, the director’s attention to detail is apparent throughout. “This was my first time working with Dow and I must say that the experience was unbelievable!” says Thonson.  The Dow piece is literally filled with lush environments, all the while showcasing the spirituality of the various lands as well as those of the people.  “The images are very simple,” states the director.  “Uncomplicated, yet extremely powerful.” 

With a reel that is visually commanding, it is safe to say that Thonson’s earlier foray into the world of still photography has served him well. “I’m a visualist and a reactionist,” says the director. “Since lighting is so very important to me, I tend to chase it quite diligently.”  In order to capture a beautifully composed scene, Thonson believes that one has to work with the illumination as it is presented.  Even in this age of technology, and the resources available to manipulate his subject matter, the director remains a purist when it comes to the reasoning behind his decisions.  “The simpler you can make the images, the more beautiful they are,” states Thonson. “There’s an effortlessness that transcends when the images are captured organically.”

If his methodology seems different from the norm, it is.  Armed with an exceptional eye and superbly honed instincts, the director is not afraid to take risks in his work.  Believing that an uncomplicated view of the task at hand better serves his clients, the director will do what he must, no matter what it takes - or how long.  “I put a lot of hard work into what I do,” says Thonson, “And I enjoy it.  It certainly doesn’t hurt that I’m extremely focused.” 

His meticulous grasp of creative integrity points to his unyielding passion for his craft.  Thonson has also perfected his skills long enough to enjoy the luxury of working with many of the same people from past shoots.  Their understanding of his work ethic has allowed him ‘not to cheat’ the process.  “Since I take the long route of running after light, it takes me a while to attain the ultimate environment.  I’ve been fortunate to find the right people to work with who not only appreciate my approach to the work, but also recognize why this is more exciting to me than other conventional ways of shooting.”  

Taking pleasure in a myriad of subject matter ranging from fashion, beauty, automobile, and tabletop, it is Thonson’s ability to constantly expand his expertise that allows him this diversity.  “My still photography has helped me in my quest, but it hasn’t defined me.  I strive for beauty; therefore my overall aesthetic is what makes me distinctly different.”

Over the last ten years, Thonson has directed commercials for virtually every major automotive nameplate as well as for a long list of clients in other categories, both in the US and abroad.  His work for Corona Beer includes the brand's highly acclaimed Finishing Touch, its first-ever sixty-second "event" spot.  Among the brands he's shot for are Sears, Dove, Expedia, BMW, Mercedes, Lexus, Jeep, Cadillac and Saab.  His agency roster includes BBDO, TBWA\Chiat\Day, Leo Burnet, McCann Erickson, Campbell Ewald and Cramer Krasselt.

As technology transforms the advertising landscape, Thonson doesn’t necessarily see the need for change.  “I still shoot 90% on film,” says the director.  I’ve done hi-def - and although I think it’s fantastic, for me being faster doesn’t mean more pleasing.”  Avoiding the shortchanging that technology sometimes affords, Thonson chooses instead to apply it to his researching prowess on projects.  “I pre-scout anywhere in the world now, thanks to Google.  The knowledge that a director can acquire about the environment they’re about to go shoot in is invaluable.  Don’t get me wrong – it’s still about light and composition for me – but familiarizing myself about locations is also very rewarding.”

So are features the next evolution for Thonson?  “No,” says the director.  I’m very happy with where I am now in my career.  This medium suits me well.  Not only does it provide me with project flexibility and more time with my family, it fills me up creatively as well.”