21. 02. 2022
We are delighted to announce that US filmmaker Anthony Pellino has joined the electriclime° director roster.
The New York-based directed has helmed campaigns both domestically and internationally for brands such as Guinness, Reebok, Peloton, Michelob Ultra, and more.
Meanwhile, he has also worked with electriclime° previously on campaigns for Singapore Tourism Board and Uber.
Pellino was selected to the 2019 SHOOT Online New Directors Showcase, while his biggest inspiration comes from his father’s journey as an immigrant, and he tries to reflect that passion in all of his work.
We’re thrilled to have Pellino on board and you can check out our chat with the filmmaker below.
How did you get started in the industry?
It all started right before I entered high school. I found myself editing montage videos of athlete’s for Youtube, then started making high school highlight reels for teams and their players. Then, it just rolled into making short films with my friends, and using those as an application to NYU Tisch.
I made my first branded piece at 20 years old for Reebok. From there I knew all I wanted to be was a filmmaker, and focus on high octane, exciting ideas that inspire viewers. I think every piece of content we make can change the world, help someone, give them hope, or make them punch the air with joy. And I strive to work with brands and agencies that share the same vision.
What’s your favourite part of the filmmaking process?
The collaboration. I love the new challenges every project has. Being able to solve those with talented, motivated teams is always exciting. The people you get to share this journey with is equally as important as the work you put out. I’ve met some of my closest friends on set, and the stories we share together will last a lifetime.
What do you find most challenging/difficult about the filmmaking process?
Staying ahead of the curve. What’s current, in trend, and what might be the next style is always shifting. You need to stay true to yourself and your style and work your creativity into what clients and brands are looking for in this ever-changing market. It’s terrifying at times, but also quite refreshing. Keeping your ideas and your process fresh and constantly evolving only makes us all better filmmakers.
Where do you draw your inspiration from?
My father and his journey as an immigrant. He came to America with nothing, opened his first restaurant in 1992 and to this day keeps them running with great food and great people. His perseverance and dedication to his craft drives me each and every day. It reminds me of the stories I want to tell and the people I want to work with.
Is there a particular moment or film in your directorial career that you are most proud of?
Right now, the thing I’m most proud of is simply being able to make the films I love with brands who want them to be made for them. To see your vision have an audience, with companies wanting those films to represent them! It’s humbling each and every time and the quest to find more and more collaborators keeps me going.
How do you see the future of filmmaking in the advertising industry?
I see work getting more and more international, with campaigns being less regional, at least for the major global companies. Why can’t an ad that works in one continent work in another? It’ll be a slow path towards that, but as the world gets more and more connected, I can only see advertising represent this.
I also see more companies that haven’t thought about branding before being thrust into the position where now it’s necessary. Logistics companies, healthcare companies, etc. It won’t just be B2C ads as the breadwinners. B2B ads will become larger and more important than ever. After working at a VC firm for two years, it’s obvious these massive B2B businesses are already thinking how to more aggressively expand their presence in media.
Why are you looking forward to joining the electriclime° team?
I worked with EL years ago. Years. Those films were still some of the most fun I’ve had with a company. Their ability to have a presence in so many regions, with great production support and creative execution makes this next step in my filmmaking career quite an exciting one.
Describe your filmmaking style…
I’m a collaborator at heart. The best directors put the best people around them. I put a lot of trust into my team, pull inspiration from every corner, and I make sure the talent on screen is given the freedom to interpret the scene and feeling at their own discretion. I’m there to nudge them in the right direction, but spontaneity is your friend, as long as you put the pieces in place for these natural moments to occur. And it’s critical that you do this. Locking creativity down too tightly in pre-production limits those fresh ideas that come up in the heat of the moment. Things happen, things change, but with the right team behind you, you can always turn these things into something brilliant.
