Creative production company Good Times has added Los Angeles-based director Paul B. Cummings to its roster for U.S. commercial representation.
Known for visually driven comedy grounded in character and emotion, Cummings has directed campaigns for brands including Lexus, McDonald’s, Subway, Dunkin’, Burger King, State Farm and Allegiant Airlines. His work has earned recognition from Cannes Lions, the Clios, The One Show, Promax and the Webby Awards.
Cummings has also become a sought-after director of celebrity-led promos and featurettes for Marvel, 20th Century Fox, Sony, Warner Bros. and Disney. His collaborators have included Paul Rudd, Jon Hamm, Christopher Lloyd, Zac Efron, Jordan Peele and Adam Devine.
“Paul is exactly the kind of filmmaker we love working with,” said Eric McCasline, partner and executive producer at Good Times. “There’s a real compassion in everything he makes, which comes from trusting his instincts, respecting the audience and never losing sight of the people at the heart of the story. We can’t wait to see what we create together.”
For Cummings, the partnership was driven by a shared approach to collaboration and storytelling. “To me, a great production is a lot like a great conversation: fluid, natural and built on mutual respect and the sharing of ideas,” Cummings said. “I’m all about that kind of energy as a director, and that’s the vibe I got from Good Times. They bring humanity to the process, and it felt like we spoke the same language right out of the gate.”
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He added, “I’m excited to help Good Times expand its comedy slate. It’s a perfect match for where I thrive most: visual comedy and short-form storytelling.”
Beyond advertising, Cummings has extended his work into episodic television. He directed several episodes of the BBC series Moon and Me and served as co-showrunner and executive producer on the animated series Summer Memories. The series premiered on Family Channel in Canada, is currently available in the U.S. on The Roku Channel and received multiple Canadian Screen Award nominations.
Cummings has also directed segments for TBS’ late-night series Conan.
His career began in 2006 with Tony vs. Paul, one of YouTube’s earliest viral sensations. The frenetic stop-motion short caught the attention of animation studio Klasky Csupo, known for Rugrats and The Wild Thornberrys, which signed Cummings to its commercial division, Ka-Chew!
There, he directed work for McDonald’s, Red Vines and Go-Gurt before moving on to DUCK Studios and Tuff. At Tuff, he built relationships with repeat agency clients including Edelman, Team One and R&R.
Cummings later freelanced with Cartoon Network and Adult Swim, where he created viral content tied to Rick and Morty. His additional film and television promotional work includes campaigns for Deadpool 2, Ant-Man and the Wasp, Bob’s Burgers and Top Chef. He has also worked as a writer, director and executive producer for Comedy Central and Viceland.
His short-film work includes Margot’s Last Meal, a tender story centered on the final moments shared between a woman and her dog.
Cummings remains closely involved throughout every stage of production, from pre-production through post. His process combines extensive preparation with a collaborative approach that leaves room for performances, dialogue and comedic beats to evolve naturally on set.
Drawing on his early animation background, he approaches comedy as something built not only through writing and performance, but also through cinematography, timing and editing.
That visual sensibility is central to his work for brands such as Allegiant Airlines, Lexus and Metabo, where the humor is rooted in believable situations and allowed to reveal itself gradually.
“What excites me about today’s advertising is how much more cinematic comedy has become,” Cummings noted. “Audiences have a great radar for authenticity. That’s what resonates: work that feels honest, collaborative and just a little unexpected. That’s exactly the kind of storytelling I want to keep making.”
Reel 360 News wishes Paul good times at Good Times.
