Texas-based Sugar Film Production is celebrating its 25th anniversary in true Sugar style, with gratitude, grit, and a bold new creative chapter. The Dallas production company has signed acclaimed director Ben Orisich to its commercial roster, marking both a milestone and a meaningful evolution in the company’s legacy.
Founded in 2000 by partners Tony Miglini and Chris Smith, Sugar has spent the past quarter century living by a simple mantra: work hard, play hard, stay grateful, and surround yourself with people who love the craft. That philosophy has powered more than 800 broadcast commercials for brands including American Airlines, Ford, Home Depot, Subaru, GM, H-E-B, McDonald’s, Pepsi, AT&T, Coca-Cola, Toyota, and RAM, spanning automotive, retail, lifestyle, and sports.
“We’ve never tried to be the biggest shop,” says Miglini, who has served on the AICP National Board and races Baja trucks in his spare time. “We’ve always aimed to be the one people love working with. A lot of our client relationships go back over a decade — some over two. Sugar was built on real relationships, with clients, crews, and talent. Twenty-five years in, we’re grateful that so many of those people have become friends.”
The addition of Orisich, Miglini says, isn’t a reinvention — it’s a reinforcement. “Adding Ben to our roster at this milestone isn’t about changing direction,” Miglini continues. “It’s about strengthening what we do best. I’ve followed his work for years. His presence on set, his collaborative nature, and his ability to find the humanity in the work make him a perfect fit.”
Sugar’s national footprint, anchored in Dallas, with a pre-pandemic outpost in Santa Monica, has long reflected the company’s dual DNA: part technical precision, part creative play. It’s a culture where filmmakers and gear-heads thrive together, delivering high-end craft with flexibility and authenticity.
“Ben embodies the curiosity, clarity, and hands-on spirit that define Sugar’s DNA,” adds Smith. “He understands the full picture — directing, post, and VFX — which lets us create with confidence and keep clients comfortable every step of the way.”
With more than two decades of directing experience, Orisich brings a cinematic, emotionally grounded approach shaped by his roots in post-production and visual effects. Its visual polish and emotional precision distinguish his work — purposefully crafted, never overblown.
His recent Stanley Cup opening tease earned a Clio shortlist, adding to a résumé that includes an Emmy nomination, New York Festivals Awards, and recognition early in his career as a SHOOT Magazine Best New Director. He’s directed the Indy 500 opening campaign for 8 years, worked with IZOD and PVH brands for 17 years, and collaborated with clients including Google, Honda, Hyundai, ESPN, Chevrolet, and Speedo across Super Bowl spots and branded films.
In 2024, Orisich’s short thriller Violence of Action won multiple festival awards, including Best Action/Thriller Short at the San Diego Short Film Festival, showcasing his storytelling range beyond the 30-second format.
Off set, Orisich is an adventurer and storyteller in equal measure, an avid climber, mountain biker, cappuccino chaser, and road-tripper with his wife and two dogs. He’s filmed across Iceland, Italy, South America, and Mexico, always chasing authenticity over spectacle.
“This feels like the right home at exactly the right time,” says Orisich. “Sugar has this rare mix of technical craft and human authenticity. They’re not trying to be the flashiest — they’re trying to make work that matters. That’s always been my North Star, too.”
For Sugar, 25 years isn’t the finish line, it’s the next starting gun. With Orisich now part of the family, the company is doubling down on the same values that have fueled its journey: unfiltered creativity, contagious curiosity, and storytelling built on trust, not ego.
“This anniversary feels like a milestone and a beginning,” Miglini reflects. “We still love what we do and who we do it with. Having Ben onboard makes the future even brighter. We can’t wait to see what the next 25 years bring.”
Reel 360 News wishes Ben the best of luck at Sugar.
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