Don’t Rush the Talent: The Day Samuel L. Jackson Taught Me Patience on Set

Antonio McDonald is the founder and chief creative officer of KUAMP, a New York–based creative production studio that transforms ideas into cultural moments. A former MTV promo director/writer turned award-winning storyteller, Antonio has created campaigns for brands like Google, HP, Microsoft, and the NBPA.

His work sits at the intersection of culture, purpose, and cinematic storytelling, with a mission to move people and move the world forward.

Below Antonio looks back on the moment on a star studded shoot that he learnt a key lesson on trust, patience and space on set

I was about 26, working at MTV, and still young enough to think ’patience’ was just something older producers told you about when they couldn't move fast. I was co-directing a spot with Samuel L. Jackson for a Paramount film promo – one of those ’how did I get here?’ moments. MTV back then was electric: loud ideas, tighter timelines, and talent that swung from pop icons to Hollywood royalty.

Before the shoot, my boss gave me one clear note, "Whatever you do, don't let Sam come off preachy." Simple enough... until the cameras rolled. After a few takes, he was reading his monologue with the kind of intensity that could part clouds. Powerful, sure, but definitely preachy.

I hesitated. Do I actually tell Samuel L. Jackson to change his delivery? I took a breath and gave him some gentle direction. He immediately turned, looked in my direction, and said, "All right, wait... wait... wait!" Loudly. The kind of ’wait’ that means ’don't talk to me right now’.

So I did. I waited. He tried again. Still a little heavy. I tried again. Still not quite there. Then, like a switch flipped, he nailed it – effortless, cool, human. The whole crew felt it. That was the take.

By the end of the day, the same man who barked at me earlier was hugging me, laughing, and sharing stories of his lightsaber from ‘Star Wars’, proudly engraved with his ’BMF’ tag (if you know, you know). It was one of those surreal full-circle moments that stays with you.

The lesson I took away – and still carry today – is that patience isn't passive. It's an act of trust. You can't rush a performance, an edit, or even your own creative growth. You just have to know when to speak, when to wait, and when to let the moment arrive.

Years later, running my own creative production studio, I share that story with my collaborators whenever a shoot gets challenging, or a client gets anxious. I tell them, ’Don't rush the talent. Let them find their take’. Patience isn't about sitting back; it's about making space for something better to emerge. Sometimes, the best direction is space.