Choosing the five to ten spots that will be featured can be a major undertaking. You have to put on it the stuff you're most proud of, don't ever put a mediocre commercial on because it will bring the rest of the reel down to that level rather than elevate that mediocre commercial upwards. Colby believes that the reel must be an emotional experience for the viewer, and that the content should provide insight into the director's way of thinking. In some ways, the reel controls your destiny. If you continue to do good, solid and artistic work, it can create its own momentum.
People can look at it and understand the kind of work they're going to get.
In such situations, spec work is more than advisable - it's an absolute necessity. You can see the ability and where the creative sensibilities lie. Although she admits that many directors have succeeded in getting assignments through spec work, Burmeister warns that there are pitfalls that must be avoided with such commercials. It can't be a two-minute piece because they want to see if you can tell a story in 30 seconds. There can be no excuses.