Executive producers Joe Piccirillo and Beth Pearson have teamed to launch Yard Dog TV, a production company and “creative incubator” focused on producing advertising content. Based in Los Angeles, the company debuts with a roster of six directors–Tom De Cerchio, Mark Dektor, Ron Hamad, Vic Huber, Alexander Paul and Joe Windsor-Williams–and plans to pursue creative opportunities across the U.S. and internationally.
Piccirillo was EP/partner at Original while Pearson had most recently been freelancing. Piccirillo brought over with him from Original to Yard Dog TV directors De Cerchio, Dektor, Hamad and Windsor-Williams. Huber had most recently been with Aero Film. Paul’s last U.S. company affiliation was Recommended Media.
Piccirillo and Pearson bring a wealth of experience to their new venture. After beginning his career as a director and cinematographer, Piccirillo became an executive producer and has helped guide the careers of both established and emerging commercial directors while collaborating with many of the country’s top advertising agencies.
Pearson offers a deep background as an executive producer and top line producer, and brings invaluable knowledge of the current marketplace of emerging formats. Her credentials in automotive advertising are particularly strong, including work for Jaguar, Ford, Lexus, Toyota, Chrysler, RAM, Infiniti and Nissan. “
Yard Dog’s directors offer a diversity of experience, aesthetics and skill sets. De Cerchio is a comedy performance specialist. Dektor is a director/cameraman who works masterfully with documentary style material, real people and testimonial. Hamad is a visual storyteller with a gift for capturing natural and emotional moments. Huber is a director/cameraman with extensive credits with top automotive brands. Paul is an acclaimed international director specializing in both automotive and visual storytelling. Windsor-Williams is a photographer turned director whose imagery is noteworthy for its luxury style and superlative artistic execution in the automotive arena.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More