Durable Goods has announced the addition of director Paul Santana to its commercial roster. Santana, known for his extensive experience and global filmmaking adventures, has crafted narratives in various countries, seamlessly integrating diverse cultures into his work.
His impressive commercial portfolio includes renowned brands such as Nike, Coors, Budweiser, Samsung, Coca-Cola, Jeep, Toyota, Chevrolet, and Home Depot.
Santana made his directorial debut for the American Cancer Society with the film “Odds,” earning him a spot in the 2005 SHOOT New Directors Showcase and garnering recognition at the AICP Show. NPR praised the campaign as one of the most effective smoking-deterrent ads, and it is now part of the collection at the Museum of Modern Art in New York.
Hani Selim, Durable Goods EP/managing director, expressed gratitude for having Santana on board, stating, “We are so fortunate to have Paul on our roster, as he brings depth and calculated foresight to every project. His films are cinematic while capturing the importance of the message.”
Santana, who is also a director, cinematographer, and editor, emphasized the collaborative synergy with Durable Goods. He shared, “I’ve done this long enough to know which production partners are a match, and after speaking with a good number of companies to represent me in the States, Durable Goods stood out.”
Having previously been represented by Supply and Demand and briefly Untitled in the U.S. ad market, Santana continues to be represented in Canada by Feels Like Home.
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Known for his meticulous eye, Santana attributes his skills to being a “raging control freak.” He draws inspiration from industry luminaries such as director David Fincher and cinematographers Darius Khondji and Owen Roizman, who influenced his early work.
Santana’s body of work extends beyond commercial projects, tackling crucial social issues such as human trafficking and climate change. He notably transformed a controversial Durex campaign into the acclaimed “King Condoms” spot.
Looking ahead, Santana envisions delving deeper into pure storytelling, creating longer narratives, and expanding his craft beyond commercial endeavors. “I see my role as a collaborator,” he concluded. “When someone hires me, they put faith in me. We have this shared baby that we must raise for a week or two, and in the end, doing it right is what’s most important.”
With Paul Santana’s unique vision and storytelling prowess, Durable Goods anticipates creating impactful and visually stunning campaigns in collaboration with the acclaimed director.
Reel 360 News wishes Paul the best of luck at Durable Goods.
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