Michael Graf pivots from making commercials to writing movie scripts In early December the International Screenwriters’ Association named Graf to its Top 25 Screenwriters To Watch In 2021. January 23, 2021 7:00 AM Joel Patenaude Updated: Michael Graf spent the past 26 years in Madison shooting television commercials for businesses including Jimmy John’s, Batteries Plus Bulbs and the Wisconsin Department of Tourism — earning a regional Emmy Award and other accolades along the way. But when the pandemic upended the advertising business early last year, he put his production company Spot Filmworks Ltd. on hiatus and pivoted to writing movie screenplays. And he’s getting noticed — in early December the International Screenwriters’ Association named Graf to its Top 25 Screenwriters To Watch In 2021.