Why wait around for the perfect script to come your way, when you could spend time writing a script of your own? Probably because it’s a lot easier to have someone else do it. But with that strategy comes some serious risk. Mainly that the script never comes at all. The smarter, if much more painful, option is to take control of your creative destiny and write it yourself. Which is exactly what commercial director Lloyd Lee Choi is doing right now: hacking away on a feature-length script in hopes of breaking through the creative ceiling he’s reached while creating 30- to 60-second spots. We called him recently to see what he’s learned about writing. Here’s what he said.