ON FILM - George Morita George Morita began his professional career in the art department of an advertising agency, and went on to work as an animation artist and camera operator, still photographer and editor. He became a director of photography in 1965, beginning a long career photographing television commercials for major clients. Known for his expertise in tabletop and special effects, Morita is the winner of many awards including Clios, a Cannes Gold Lion, and the Kodak New Century Award.
Commercials are so short that they can be easily reviewed.
Clients have the opportunity to scrutinize them repeatedly and pick out little flaws. You really can't get away with too much. When I started out, motion picture cameras still had the rack-over viewing system. That required discipline and really being sure of your marks. The film was black and white.