The data for this study are ethnographic participant/observation and conversation analytic collections from two theatre production processes in an educational theatre program. The intent of the study is to investigate how two directors execute their craft through their discussions with actors during the rehearsal process. The theory and practice of ethnography and conversation analysis in addition to a theoretical grounding in performance studies, theatre studies, and rhetorical studies provide a conceptual framework for the research. The study offers an ethnographic description of both production settings and their inclusive events and patterns. Additionally, conversation analysis of recordings from the settings produced transcriptions that demonstrate patterns of shifting from primary to secondary frames throughout both rehearsal processes. Prominent methods that both directors employ to key shifts in and out the primary frame (discussing the rehearsal) to the secondary frame (rehearsing the script for performance) are identified. In addition to methods of frame shifting, patterns of performing director within the primary frame are identified in both production settings. Discoveries of the performance of director include ways in which director talk: shaped rhetorical messages for actors and production teams; shaped rhetorical messages with actors and production teams; served as a verbal performance of the role of director; and, invited actors to initiate assessments, questions, and discussions. The rhetorical/semiotic outcomes for each production are discussed and challenged. Finally, research findings are considered with theoretical frameworks presented in earlier sections of the study, and recommendations for further research of theatrical and other similar creative processes are suggested.