Mighty Signs Director Alexander Paul for US Market

Mighty Signs Director Alexander Paul for US Market
 

Director Alexander Paul brings his touch with automotive brands to Mighty in the US.

Recently launched Mighty Film has added director Alexander Paul to its roster. His automotive work for such brands as Maserati, Ferrari, Lamborghini, Mercedes-Benz, Alfa Romeo, Porsche and Volkswagen has led to global work in Europe, Asia, South Africa and the US.
 
"We are excited about Alexander joining us," says Mighty Co-Founder/Owner Blair Stribley. "His work with a versatile set of clients as a writer, producer, and most recently, a director is in tune with our vision; we know he'll lend a fresh perspective to Mighty."
 
Paul produced and wrote over 450 commercials before automotive manufacturer Mercedes approached him to direct, allowing the German-born talent to create his own signature style. American audiences will be familiar with Paul's recent batch of commercials running on national TV including, work revving up the Buick brand.
 
"Alexander is a great addition to our roster," adds Mighty Films EP Eric Bonniot. "He has a deep understanding of global branding and brings a lot to the table. He knows the realities of our business and how to operate with a diverse range of clients. We are all very excited to see him and his producer, Susanne, become part of the Mighty team."
 
"Blair Stribley and Tom Duff are both respected heavyweights in the industry," adds Paul on signing with Mighty, referring to Mighty's Co-Founders.  "This is a progressive production company providing clients with almost every solution in TV, cinema and the Internet. As an offspring of Backyard, the company already has a good reputation. This is very important when it comes to large scale automobile jobs."
 
Paul works exclusively with producer Susanne Porzelt as he travels to different global locales: "You are what you create, and you often need to go that extra mile for the client, so cooperation and teamwork is an essential part of the process," explains Paul. "I believe the client's money needs to go on the screen. I'm extremely well prepared, and we tend to put a lot of effort into pre production and research that enables us to garner great results."
 
Although Paul has shot over 60 commercials in his five years of directing, he still feels a strong affinity and passion for American advertising. "There is nothing more powerful than a strong, simple idea," he says. "Plus the professionalism of the crews and the infrastructure here are just unique. I am looking forward to working in the US more with Mighty and refining my style further to the American audience."
 
"My aim is to create goose bumps in the viewer," continues Paul. "Choosing a car is emotionally driven. It's like picking your lover, so you need to create desire in the car. It's something you want to see yourself associated with. You are what you drive."

Published 25 February, 2011