Bicoastal production company Durable Goods has added director Paul Santana to its commercial roster. Santana brings a wealth of experience and perspectives from his globe-trotting adventures in filmmaking, shooting in numerous countries while infusing diverse cultures into the narratives he crafts. His commercial portfolio includes Nike, Coors, Budweiser, Samsung, Coca-Cola, Jeep, Toyota, Chevrolet, and Home Depot.
Santana’s directorial debut for the American Cancer Society–a film entitled Odds–earned him a slot in the 2005 SHOOT New Directors Showcase and gained recognition at the AICP Show. The campaign was also praised by NPR as one of the most effective smoking-deterrent ads ever made and is currently housed at the Museum of Modern Art in New York.
“We are so fortunate to have Paul on our roster, as he brings depth and calculated foresight to every project,” remarked Durable Goods EP/managing director Hani Selim. “His films are cinematic while capturing the importance of the message. Being a director, cinematographer and editor, he is able to effectively communicate every frame and bring a campaign to life.”
Santana said, “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. Hani and [EP/Head of Sales] Roxanne Artesona both share my passion for what it takes to do that, and I knew right away that we could make beautiful music together.”
Santana had earlier been repped in the U.S. ad market by Supply and Demand, and briefly Untitled. He continues to be handled in Canada by Feels Like Home.
Known for his meticulous eye, Santana is an accomplished DP and editor in his own right, skills he humorously attributes to being a “raging control freak.” He draws inspiration from such luminaries as director David Fincher and cinematographers Darius Khondji and Owen Roizman, all of whom were early work influences.
Among his notable works, Santana cites pieces on human trafficking and climate change as well as the transformation of a controversial Durex campaign into the acclaimed “King Condoms” spot–pivotal projects with an important social message.
Santana’s vision for the future involves delving deeper into pure storytelling, creating longer narratives, and taking his craft beyond commercial projects. “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.”
