The Work That Made Me: Anthony Pellino
Dividing his time between New York and Los Angeles, commercial director Anthony Pellino’s latest projects include global campaigns for Guinness, Uber, Reebok, Peloton, Michelob Ultra, and more. Having embraced his zeal for directing at a very young age, Anthony was honoured in SHOOT Magazine's New Directors Showcase in 2019. Deeply dedicated to reflecting the passion of his father's journey as an American immigrant, Anthony brings palpable energy and intensity to his work that captivates viewers through the final frame … always focusing on motivating and inspiring.
LBB> The ad/music video from my childhood that stays with me…
The Get a Mac campaign with Justin Long. I remember seeing it constantly when I was just entering high school. Looking back on that campaign, you could see from a mile away what Apple was doing. Punch for punch back then Macs and PCs were similar, but Apple was selling a feeling and a status associated with tech that had never been reached for before, at least on the scale they were doing it - being cool.
I didn't get a Mac until college, but even today I look back and remember the messaging from that campaign being quite sticky and effective.
LBB> The ad/music video/game/web platform that made me want to get into the industry…
I entered film school right around the time digital sensors stormed in and redefined ads. Vimeo all of a sudden was being populated by these 90-second cinematic branded pieces that weren't really possible before 2010 when the Alexa released. Now non-linear digital editing was all of a sudden affordable and expected, there was a whole world of possibilities. Variable opened my eyes to this with the release of their spot with Deontay Wilder for Everlast.
It inspired my Reebok spot, and it was my true "aha" moment - that the stories I wanted to tell and the feelings I wanted to evoke could be told in 60 seconds.
LBB> The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…
The creative work that I find myself revisiting constantly is How to Change Cars Forever by Christopher Riggert. It's funny, I've seen so many ads since that rip the tempo and delivery of their voiceover. It's such an incredible ad that combines numerous genres into a cohesive slam dunk. You got visual comedy, a famous song, beautiful cinematography, impeccable pacing, and this combination of grit, sarcasm, and expedition all wrapped tightly into this 90 seconds. Really a benchmark of ads I want to work on.
LBB> My first professional project…
My first professional project was a 90-second ad for Reebok on a kickboxer from Bedstuy named Will Cavali. We didn't have much to go off of, but the biggest takeaway from the pre-interviews was that he meditates in the ring before each match.
That was it - and the whole spot just visualised for me in a heartbeat. The iconic part of that spot is the scream at the end. It wasn't initially planned, but in the moment it felt so right - Southpaw with Jake Gyllenhaal just came out not too long before we shot, and that trailer inspired a lot of the shot choices.
LBB> The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*…
Wow this is a dangerous question! I mean I gotta go with the Pepsi ad with Kendall Jenner. I'm of the opinion that no idea is a bad idea. Anything can be good with the right execution. But sometimes you just have too many things working against you that the idea turns into a bad decision.
LBB> The piece of work (ad/music video/ platform…) that still makes me jealous…
Nissan's With Dad from 2015. My father is such a huge inspiration in my life and that ad has everything I strive to make in it.
LBB> The creative project that changed my career…
Reebok. It was so long ago and I've done so much in my career since then from directing, producing, brand consulting, social media monetisation, but it's always the first project that defines you. It's your debut album. There’s also a project I directed for Cannondale a few years back that also has opened some doors for me.
LBB> The work that I’m proudest of…
My Guinness spot for the Singapore market. The logistical challenges that we faced in a span of 24 hours leading up to that shoot were a true test of my ability to pivot, compromise, and charge ahead in the face of difficulty. A lot of things didn't go the agency's way that week, and it turned our creative on its head, but I'm really proud of my team's ability to pivot and make great work in spite of those challenges.
Guinness Singapore “Made of More”
LBB> I was involved in this and it makes me cringe…
Oh brother - Snapchat Discover content. Sometimes financial opportunities are too good to ignore. Give the viewers what they want. I'll leave it all at that.
LBB> The recent project I was involved in that excited me the most…
This wasn't too recent but I had a unique opportunity to lead creative and production for a VC firm out in San Francisco. For two years we provided at-cost production and creative services as a courtesy of 8VC to their portfolio companies. We did some amazing work for a huge range of budgets for startups that are working to change the world.
Commercialising airdrop technology to get freight anywhere, helping truckers have easier lives, etc. etc. - these are critically important companies doing some amazing work. It was a constant challenge to find ways to visualise these startups, but I call the time with those clients as some of my most fun I've had on set.
