Heather

Peter Rabôt

How did you get into directing?
I’ve worked as a creative director in advertising for most of my professional life. Starting in London and then moving to New York. I’ve owned my ad agency since 1995, working in a variety of business categories, including travel and tourism, finance, automotive, education, and health care, to name a few. I’ve also created integrated campaigns in virtually every media type. However, commercial and film production has always given me the greatest satisfaction. Part of my job involves conceiving unique positions and ideas for my clients and then bringing those ideas to life. It’s fun to develop the idea and then see it through to reality. I have a great deal of respect for the people involved in the film industry. Every aspect of a television/film production is rewarding, and I enjoy the process immensely. I’ve always worked closely with the directors I’ve selected to produce my work. It seemed to be a natural evolution for me to then take on the role myself.

What is your most recent project?
I recently conceived and directed the new brand advertising campaign for New York-Presbyterian Hospital. This television campaign features actual patients who tell their own remarkable stories. The challenge was to go beyond the typical testimonial and create compelling storytelling to really engage the audience. Most people turn off to any advertising from hospitals. This work is intended to position this large academic medical center as a place where its employees regularly go above-and-beyond the call of duty, to provide the best medical care possible, and in the most compassionate and human manner possible. When you see these stories, you can’t help but feel that this is a hospital whose doctors, nurses, administrators, and staff will give everything they’ve got to help their patients.

What is the best part of being a director?
I enjoy the process most. Taking an idea and realizing it to its full potential. Every aspect of a production requires an unusual attention to detail, so maintaining the highest quality standards throughout the production is a stimulating challenge. I get to work with talented people, and I’m told I’m pretty good at encouraging everyone involved to give their best. When the work we produce is recognized and talked about, I feel that is a shout out to everyone involved. Together, we made something worthwhile, and we should all feel proud of that accomplishment.

Have you a mentor and if so, who is that person (or persons)
and what has been the lesson learned from that mentoring which resonates most with you?

I have great respect for many of America’s most influential jazz musicians, especially those performing during the 1950’s and 1960’s. They were so dedicated to their art. They believed in what they were doing and persevered while battling race discrimination and drug addiction. Many of them never lived long enough to see the huge impact they made to music and to this country.