Seth Rice

Seth came up on narrative film sets — interning, working through the camera department, assistant directing — before making the move into commercial work. This foundation gave him a production fluency that extends well beyond mere directing; he understands how a set works at every level, and that is apparent from how efficiently he runs one. Over the years, he’s worked with a wide range of brands around the country, working on projects for nation-wide brands like Microsoft, Winnebago, Save A Lot, ABC Supply, University of Missouri, Medtronic, T-Mobile, McDonalds, and more. 

One of Taproot Pictures' Midwest-based commercial directors, Seth gravitates toward outdoor and active lifestyle work — subjects that reward a director who knows how to capture something real rather than stage it. His focus on set is always the same: find the clearest, most human way to land the idea, then make it look like it couldn't have been made any other way.