Director Ian Morgan has made his mark in film and advertising and in this Q&A, he reflects on the origins of his nickname, the passion that drives his filmmaking, and what it takes to succeed as a director today.

Q: What is the story behind your nickname?
A: A lot of people ask me this and to be honest there is no real special story there. I got the nickname in school and it kind of stuck from there.
Q: What sparked your love for film?
A: My dad had part ownership in a video store, and every week he would bring home a pile of "the classics"—Star Wars, Jaws, Ghostbusters, Back to the Future, and so on. That definitely sparked my love for film. But when I was 11, I had a serious accident that left me bedbound for almost a year. During that time, I taught myself rudimentary animation using MS Paint and PowerPoint. I originally wanted to be an animator, but after getting my hands on a video camera in high school and filming short films, I realised directing was my true passion. From there, I pursued filmmaking and got a bursary to attend AFDA to create a short film. Eventually, I transitioned into advertising, which still allowed me to flex my creative muscles.
"A good director understands how nearly every department works well enough to visualise the scene in their mind."
Q: What makes a good director in your opinion?
A: A good director understands how nearly every department works well enough to visualise the scene in their mind. Knowing how to edit allows you to start cutting your scene on set, and understanding sound and world-building is crucial. While some things can be "fixed in post," it is essential to shoot in a way that allows for those fixes. Learning different skills helps you communicate effectively with crew members, earning their respect. Ultimately, a director is not superior to anyone else on set; teamwork and treating everyone with respect are essential to creating a film.
Q: Which projects have been the most memorable for you as a director?
A: Without a doubt, a highlight was working with Idris Elba. Meeting him and seeing how humble he was left a huge impression. After the shoot, he thanked everyone personally, which I now do on my sets to create team spirit and show everyone their contribution matters. Another major highlight was my short film going to Sundance—that was a big moment! Advertising has its challenges, like making a slice of cheese exciting, but I enjoy the research and creative techniques, even if some ideas do not make the final cut.

Q: What would you say is your speciality as a director?
A: My speciality is comedy—specifically, dark or dry humour, not slapstick. That probably comes from my father’s British influence. Unfortunately, that style does not always translate well in advertising. In advertising, I have to tone down my aesthetic, but my short films often deal with the more morbid side of life. If you can approach those topics with humour, it helps people process them better.
Q: What is one of the biggest challenges you face as a director?
A: Cape Town’s film industry is primarily service driven because of our beautiful locations that allow you to shoot as if you’re anywhere in the world. This international service work has raised costs, making it tough for local brands to compete. A lot of the content made here is lifestyle-orientated. Nowadays, anyone can create video content—Gen Z kids on TikTok are shooting in portrait mode! We are probably going to be in a cinema soon, watching a portrait film on a skyscraper. That is the future, in my opinion. More content is being produced, but the overall quality is declining. Companies prefer to spend budgets on 20 mediocre pieces rather than on one well-crafted piece. The reality is, if you have 20 things, they are more likely to come up in someone's feed. Gone are the days when a TV commercial was king. Now, when people say they are making a TV commercial, they are really making a YouTube ad or something similar.
"Every pitch is like a job interview, and you will not win them all, but do not get discouraged. If you lose a job, take it as a learning experience."
Q: What advice would you give new directors trying to break into the industry?
A: Do not do too many favours! While hustling and taking on projects for less money can help at first, it is not sustainable, and you cannot get paid in exposure forever. Instead, start by making short films with no brand attachment, so you can explore your style and techniques. This approach also helps build a reel without the pressure of commercial demands. Remember, directing is more than just telling people where to put a camera; it is about developing your aesthetics and understanding performance, pacing, and how to sell your ideas. Every pitch is like a job interview, and you will not win them all, but do not get discouraged. If you lose a job, take it as a learning experience. I have done over a hundred pitches, and I have not won half of them, but each loss taught me something valuable.
Q: Where do you see the local film and advertising industry heading in the future
A: Cape Town’s film industry is primarily service driven because of our beautiful locations that allow you to shoot as if you’re anywhere in the world. This international service work has raised costs, making it tough for local brands to compete. A lot of the content made here is lifestyle orientated. Nowadays, anyone can create video content—Gen Z kids on TikTok are shooting in portrait mode! We are probably going to be in a cinema soon, watching a portrait film on a skyscraper. That is the future, in my opinion. More content is being produced, but the overall quality is declining. Companies prefer to spend budgets on 20 mediocre pieces rather than on one well-crafted piece. The reality is, if you have 20 things, they are more likely to come up in someone's feed. Gone are the days when a TV commercial was king. Now, when people say they are making a TV commercial, they are really making a YouTube ad or something similar.
Q: Have you started integrating AI into your work, and do you see it becoming more prevalent in the film and advertising industry?
A: I primarily use AI in my director treatments to generate consistent characters efficiently. Previously, I struggled to find reference images that matched my vision, often settling for images of the wrong demographics or colour palettes. Now, I can create the right images, including the family’s race, clothing, and location, which allows clients to visualise the final product more accurately, including lighting and grading. This consistency helps avoid confusion during storyboarding, as I can create characters that remain the same throughout the project.

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