How the sauce is made…
Here are a few branded case studies in automotive, travel and food directed & edited by Roberto Serrini.
If you’re looking for a creative for vehicle launch campaigns, motorcycle/automotive lifestyle content, or food & travel branded series, start here.
A few different types of productions here - I can run lean as a turnkey director/editor with accelerated workflows that deliver platform-ready masters for YouTube, CTV, and social, balancing precision engineering with human storytelling to move both awareness and consideration. I also can be the tip of a creative spearhead and helm large crews through massive projects to create global campaigns that change brands forever. Both are super fun.
Frequently Asked Questions (FAQ)
Q1. What services do you provide as a commercial director and editor?
I direct and edit TVC, CTV, and social content end-to-end: creative development, pre-pro, production, and post (edit, color, mix, VFX, titles). I deliver master spots plus platform-specific cutdowns in required ratios and codecs.
Q2. Do you work across automotive, food, travel, and lifestyle?
Yes. My core verticals are automotive, food & beverage, travel, and lifestyle. I tailor approach, lighting, and editorial pacing to the category—performance imagery for autos, appetizing macro for food, and cinematic docu-style for travel/lifestyle.
Q3. Can you deliver for TV broadcast, CTV, and social in one run?
Absolutely. I plan for specs up front and deliver broadcast-safe masters alongside social versions (see ratios below) so you launch everywhere simultaneously.
Q4. What aspect ratios and specs do you typically deliver?
16:9 (1920×1080 / 3840×2160) TVC/CTV masters
9:16 (1080×1920) vertical social
1:1 (1080×1080) feed formats
4:5 (1080×1350) IG feed
Codecs: ProRes / DNx for masters, H.264/H.265 for socials. Frame rates per market (23.976/24/25/29.97). Loudness conforms on broadcast.
Q5. What does your production workflow look like?
Brief & treatment → shot list & boards → crew & casting → production (single/multi-cam) → post (edit → color → mix → captions) → QC & delivery. Remote reviews via Frame.io/Vimeo Review with time-coded notes.
Q6. What’s the typical timeline for a :30 spot?
Commonly 2–4 weeks door-to-door (faster for social). I scale crew/post to your deadline; complex shoots or heavy VFX add days.
Q7. What deliverables do I get?
One or more masters (e.g., :30/:15) plus a social pack (9:16, 1:1, 4:5; :06/:10 cutdowns), captioned files, thumbnail stills, and a slate of usage-ready exports.
Q8. Can you handle remote or multi-market shoots?
Yes. I’m based in Los Angeles/New York and work globally across US/EU. I’m fully set up for remote directing, local crew booking, and multilingual interviews.
Q9. Do you fly drones and manage permits/safety?
Yes—FAA-compliant operators, location permits, and safety coordination included. We handle cars, food stylists, and travel logistics as needed.
Q10. What’s your approach to color, sound, and finishing?
I grade to brand palette and product truth (ACES/Rec.709/Rec.2020 pipelines as required), deliver broadcast-compliant mixes, and provide clean/texted versions plus open captions.
Q11. How do we start a project?
Send the brief or treatment reference and a target date. I’ll respond with a treatment + budget range and a production plan.
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