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Cliff Skelton: Commercial directing is one of the most unique forms of social manipulation possible. Which is one of the reasons why its so fun. Not only are you always manipulating actors, but you also have to asses what works to get the most out of crews. Especially when they're really good. Often you have to fight or should I say manipulate to get the best out of a good idea. Then in amongst all the manipulation you're driven to do something interesting, beautiful, unique, humorous, moving or captivating - basically create with an array of tools from camera to editing. It is the most exciting, challenging and rewarding thing I could have the privilege of doing for a living.