I have a confession to make. When I first started composing and placing music for commercials I felt like a sell-out. That was a total knee-jerk reaction to a preconceived notion of what commercials are. Sure, there are plenty of awful commercials out there with plenty of awful soundtracks. But the days of cheesy jingles are fading and thankfully there are many amazing commercials out there. I’ve come to think of great commercials as really really short films. You can still have beautiful cinematography, characters and pull on the viewer’s heartstrings – all while promoting a brand. Music plays such a huge role in setting the mood, tone, and pacing for a story or vignette that’s distilled to 30 or 60 seconds. These days, I’m as excited to see a great commercial as I am to come across a great new series.