Choreographers who also do other roles such as being creative directors and movement directors work with many artists where they do various works in choreographing such as commercials, televisions, music videos and events. Choreographing is actually the art as well as the practice where sequential movements of the physical bodies are designed involving form, motion or both. The choreography also involved the art of making dances which are done through the organization and gathering of movements into patterns and order. There are two fundamental techniques that are applied in choreography which include planned choreography and improvisation. The planned choreography is where the choreographer dictates all the forms and motions in detail and the performers have no chance to involve their own personal interpretations. In improvisation, the choreographer will give the performers general directions to guide them come up with movements and forms that have been improvised.
There are also underlying techniques that movement director can use when there are two or more performers including mirroring, canon, retrograde, shadowing, levels and unison. Mirroring requires the performers to face one another and do similar things. Canon requires the performers to do the same move where they do it one after the other one. Retrograde requires the performers to carry out a sequence of moves but in the reverse order. In shadowing, a performer will stand behind the other and they should carry out similar moves. Levels are where there are higher and lower individuals in the performance. In unison technique, the performers who are either two or more will do a number of moves but all of the performers should do them at the same time. These technique movements by the performers usually vary in several dynamics such as they can be slow, fast, soft, hard, long as well as short.
There are music videos choreographers who also function as creative directors who can do a number of activities including film, music, graphic design, fashion, video game, media, advertising as well as all entertainment industries. Creative directors are very crucial in the arts and entertainment industries with the major roles which they perform including the design of communication, interactive design as well as forwarding of concepts regarding the work one has been assigned. In music videos, a creative director needs to have skills in having extensive knowledge and background in music, one should be able to understand the theories and principles in the composition of music, have excellent leadership skills as well as connect and understand musicians to enhance communication in a creative and harmonic sense.