Hey James,
That's actually not vague at all. Great references.
I've done some work to picture with the commercial stuff, but unfortunately that usually not very rewarding. The direction can be overly confined stylistically, and so much has to happen in 30 seconds with it always being about some product looking awesome. In film (and television recently), there's so much more room for development and genre bending. That's what's drawing me to it. Actually the very things you're talking about.
Right now I'm focused on production music (library stock type stuff), since that's a door