CREATING THE FUTURE OF CONTENT
A lot of people call themselves AI creators now.
Very few understand what it actually takes to direct anything - AI or not.
Prompting is not typing words into a box. It’s scriptwriting, casting, storyboarding, location and frame choice thinking, VFX planning, production, post, and delivery.
It’s knowing how things are made - end to end.
That’s the part one can not get from tools.
I built that foundation across advertising and production - from copywriter to Creative Director, from Producer to Creative and Executive Producer - delivering work for 2 major advertising agencies, 7 Paramount Network channels and multiple international broadcasters over 2 decades.
Campaigns I created didn’t just look good - they worked, and attracted both the audiences and awards.
I’ve directed commercials, built formats, scaled production pipelines, and delivered content under real constraints - budgets, deadlines, audiences.
AI didn’t change what I do, it gave me the tools to take limits away.
Today, tools like Runway, Kling, Pika, Luma and others are part of the process - but they don’t replace it.
AI is not the studio.
The studio is the person using it.
I am that person.
Very few understand what it actually takes to direct anything - AI or not.
Prompting is not typing words into a box. It’s scriptwriting, casting, storyboarding, location and frame choice thinking, VFX planning, production, post, and delivery.
It’s knowing how things are made - end to end.
That’s the part one can not get from tools.
I built that foundation across advertising and production - from copywriter to Creative Director, from Producer to Creative and Executive Producer - delivering work for 2 major advertising agencies, 7 Paramount Network channels and multiple international broadcasters over 2 decades.
Campaigns I created didn’t just look good - they worked, and attracted both the audiences and awards.
I’ve directed commercials, built formats, scaled production pipelines, and delivered content under real constraints - budgets, deadlines, audiences.
AI didn’t change what I do, it gave me the tools to take limits away.
Today, tools like Runway, Kling, Pika, Luma and others are part of the process - but they don’t replace it.
AI is not the studio.
The studio is the person using it.
I am that person.
Creative work across campaigns, brands, and platforms
Decades in advertising taught me one thing: there is no universal solution.
Every brand, every product, every audience requires a distinct voice, tone, and strategy. My role is to define that — and build campaigns that don’t just look good, but actually connect and perform.
Every brand, every product, every audience requires a distinct voice, tone, and strategy. My role is to define that — and build campaigns that don’t just look good, but actually connect and perform.
the first beauty/fashion campaign for anti-cellulite treatment
that praised the body part it helps the most
that praised the body part it helps the most
Beauty/fashion campaign for upper middle class customers
the first anti-dandruff beauty/fashion campaign
that targeted dandruff as a nightmare that goes away
that targeted dandruff as a nightmare that goes away
Single-shot TVC with CG for a food-lovers media
Fancy TVC for lower middle class-oriented brand
Jewelry sale
4 pre-new year campaign commercials
Jewelry campaign
The first commercial for an ultra low-coster brand of jewelry
that portrayed products as luxurious, giving the audience
the feel of owning something exclusive but affordable
that portrayed products as luxurious, giving the audience
the feel of owning something exclusive but affordable
Comic superheroes attracted customers with funny interactive screens
installed all over their retail network.
installed all over their retail network.
Creative Production (EPKs and the kind) and Localization Producing
for AFM and other film markets for a multi-million dollar movie.
for AFM and other film markets for a multi-million dollar movie.
Energy saving PSA
Social campaign to motivate people save electricity at night.
National NERF competition commercial and event
that attracted thousands of kids and made them fall in love with NERF
that attracted thousands of kids and made them fall in love with NERF
Micro-financial brand launch that conquered the market
Brand launch campaign that helped the brand to conquer 25% of the market within 12 months, and increase brand awareness to 82% within 9 month.
It was so effective the company had their call-center overflown with calls,
and the client had to urgently hire one more call-center.
It was so effective the company had their call-center overflown with calls,
and the client had to urgently hire one more call-center.
Sausages and meats
Malevich poster-style commercial for yummy sausages.
Kitchen brand launch TVC
without a kitchen in it
without a kitchen in it
Series of minimalistic single-shot videos
that made customers remember the brand
that made customers remember the brand
All-3D jewelry commercials
Series of over 10 short commercials made in 3D
for a jewelry discounter brand
for a jewelry discounter brand
TRUSTED BY
Original TV formats and programming
I develop, produce, and direct original shows — from concept and format creation through production and delivery.
200+ episodes aired across multiple networks, including flagship programming for Paramount brands.
200+ episodes aired across multiple networks, including flagship programming for Paramount brands.
On-air promotions, sizzles, and live coverage
Produced and directed thousands of promos, sizzles, and live segments across Paramount brands, including extensive coverage of Nickelodeon’s Kids’ Choice Awards.
Delivered high-impact content at scale, contributing to audience growth and award-winning campaigns.
Delivered high-impact content at scale, contributing to audience growth and award-winning campaigns.
Orange Carpet walk of Nickelodeon's A-list stars
Co-promo campaign with Nick Russia
Teaser OAP for the new feature
Repeating the TV Series OAP on Nick
International Family Day campaign for the animated TV Series on Nick
New episodes of Blaze TV series announcement
Adam Paloian, supervising director, telling about SBSP characters and concept.
Located in Los Angeles, available internationally.
shyanpawl@gmail.com
