Station Film has added director Paul Iannacchino to its roster for commercial representation. A versatile storyteller, Iannacchino is known for directing high-profile experientials such as Coca-Cola’s multi award-winning classic viral activation—”Happiness Machine,” Bud Light’s “Friendship Test” with Post Malone, and Benjamin Moore’s “Green Monster” featuring Boston legend Lenny Clark as the voice of Fenway’s infamous high left field wall.
Whether experientials or his sports-themed hidden camera spot for New York Lottery, a docu style spot advocating pandemic era nurses for Chamberlain University, or several years of SoCal Honda’s Helpful campaign via Secret Weapon, two consistent threads tie Iannacchino's work together–realism and heart.
“Paul can shape and deliver great stories, is brilliant working with talent for authentic performances whatever the genre, and is a collaborative partner for clients and creatives,” said Stephen Orent, founding partner, Station Film. “He also enjoys utilizing the latest tools in tech. He’s already so accomplished, we look forward to turning him loose on exciting new opportunities.”
“Being at Station is about the people. Period,” Iannacchino said. “At this point in my career, it’s all about being around people who are the best at what they do. Station also felt like the perfect shop to help bridge the gap from my current body of work to a place that is not defined by any one genre. I’m a massive sports fan with three kids who play sports, and I coach youth sports. Some of the work I’d love to be in the mix for now is sports centric content, which is where I began my career in advertising.”
“Paul thinks like a surgeon, who also paints,” said Michelle Towse, partner/executive producer, Station Film. “He is strategic, incredibly smart and has this insane ability to figure out really complex processes; all the while keeping a keen eye on creativity.”
Iannacchino moved to New York to pursue a hip-hop dream that led to a single on the wall at Fat Beats and a record contract as part of a hip-hop trio signed to independent label Def Jux. While the group enjoyed some success, Iannacchino was no fan of touring. But with a BFA in painting and experience as a graphic designer, he was offered a position as an art director at the NFL and soon left his music career behind to focus on advertising. He wrote and directed spots for the NFL, USA Network and InDemand. He quickly pivoted to directing full-time and earned a slot in SHOOT’s 2009 New Directors Showcase. His career took off after winning a pitch for Coca-Cola that became “The Happiness Machine.” Today he has directed spots for a long list of brands including CNBC, Olay, Febreze, Fanta, BCBS, Hyundai, Pepsi and A&W.
