Director Anthony Pellino has come aboard the roster of Alkemy X for exclusive representation for advertising and branded content. His credits span such brands as Nike, Reebok, Lexus and Uber. Pellino’s most recent effort is a spot for Peloton in which a trainer describes her passionate approach toward working with athletes.
Alkemy X director of production Jim Huie said of Pellino, “His sports imagery is authentic and exhilarating, and he makes brilliant use of lighting and camera movement to draw the viewer into each shot.”
Pellino launched his directorial career in 2017 shortly after graduating from NYU’s Tisch School of the Arts. A few months later, he was included in SHOOT’s New Directors Showcase largely on the strength of a web video for Spalding. Centering on Portland Trailblazers basketball star Damian Lillard, the piece looks past the stereotypical way professional athletes are portrayed in the media to reveal the immense effort and dedication that fuels their success. “My approach is to grab the viewer from the opening moment with exciting and invigorating images,” Pellino noted. “I believe it’s essential to latch onto people from the get-go.”
A more recent project is "No Limitations," a PSA from Saatchi & Saatchi, New York, for the National Down Syndrome Society. Produced by Curfew, Pellino’s roost prior to joining Alkemy X, the public service work features moving portraits of individuals with Down syndrome who have accomplished incredible feats. Pellino also directed the pilot episode for an at-home video series for Rumble Boxing, slated to debut next year.
