Durable Goods
Durable Goods is a private commercial production company headquartered in Venice, California, with a Brooklyn office. It operates a curated roster of 12 award-winning directors delivering commercials, branded content, and music videos for advertising agencies and global brands.
- Company typePrivate
- Founded2011
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Durable Goods does
Durable Goods is a privately held commercial production company founded in 2011 and headquartered in Venice, California, with a secondary office in Brooklyn, New York. The company operates as a curated production platform centered on a roster of 11-12 award-winning directors who specialize in commercials, branded content, music videos, and narrative storytelling. Its service offerings span commercial film and video production, cinematography, visual effects, and post-production delivered for advertising agencies and global brands across verticals including automotive, consumer brands, sports, entertainment, beverage, banking, hospitality, and government/nonprofit sectors.
The company's core product is its production services capability, delivered through a director-matching model where creative direction, line production, and execution are bundled per project. Revenue is generated on a project-based professional services model, with fees determined by campaign scope, director involvement, production complexity, location requirements, and post-production needs. The company has no proprietary technology platform or software product; rather, it is a talent-centric production services business. The go-to-market approach is enterprise field sales through a national network of regional sales representatives covering the Northeast (Carolyn Hill), Southeast (Ann Asprodites), Midwest (Chiara Chung), West Coast/Texas (Deirdre Rymer Rivard), and additional coverage (Lisa Gimenez), pitching directly to agencies and brand marketers.
Durable Goods serves a diverse enterprise client base that includes Nike, Walt Disney World, Land Rover, Guinness, UEFA Champions League/Lay's, SheaMoisture, Ad Council, NYC DOT, and UBank. The company has accumulated significant industry recognition including Cannes Lions (Gold 2018, Bronze 2014/2016/2017), multiple Telly Awards (Gold, Silver, and Bronze in 2023 and 2024), Clio Awards, Emmy Awards, D&AD Pencils, British Arrows, OBIE Gold, and an NAACP Image Award nomination. Leadership is led by Hani Selim as EP/Managing Partner, with Roxanne Artesona as EP/Head of Sales and Jennifer Bolivar as Head of Production, supported by a small internal team handling production coordination, sales, post/media, and operations.
Durable Goods firmographics
Firmographics- Name
- Durable Goods
- Legal name
- Durable Goods
- Website
- https://durablegoods.tv
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Durable Goods is a private commercial production company headquartered in Venice, California, with a Brooklyn office. It operates a curated roster of 12 award-winning directors delivering commercials, branded content, and music videos for advertising agencies and global brands.
- Ownership category
- akta.pro rank
Where Durable Goods is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Durable Goods business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Commercial Production Services: Durable Goods generates revenue by producing commercials, branded content, music videos, and digital content for agencies and brands. Revenue is project-based, with fees determined by campaign scope, director involvement, production complexity, and post-production requirements.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Durable Goods product offering
Product offeringCore offering
Durable Goods is a commercial production company that produces commercials, branded content, music videos, and digital content for advertising agencies and brands. The company operates a curated roster of award-winning directors and an in-house production team to deliver end-to-end campaign production, including on-location shoots, cinematography, and post-production work. Services are delivered on a project basis with regional sales representatives covering major US markets.
Product overview
Durable Goods is a commercial production company headquartered in Venice, California with an additional office in Brooklyn, New York. The company operates a unified production platform centered on a curated roster of 11 directors (Alex Grossman, Lionel Coleman, Neil Tardio, Danny Lee, Paul Santana, Dominique DeLeon, Kevin Berlandi, Karima Asaad, Rory Mckellar, Tamer Shaaban, and Christina Xing) who specialize in commercials, branded content, and narrative storytelling. Their production services span multiple verticals including automotive (Nissan, Toyota, Audi, Land Rover, Jaguar, McLaren, Jeep, Buick, GMC), consumer brands (Budweiser, Dove, Nike, Adidas, Disney, SheaMoisture), sports (NHL, NYC DOT Vision Zero campaigns), and music videos. The company's business model centers on matching director talent to agency and brand creative needs rather than offering modular software products.
Differentiator
Problem solved
Functional benefit
Products and services
- Commercial Production Services End-to-end commercial production services for advertising agencies and brands, leveraging a curated roster of award-winning directors to deliver TV, digital, and social advertising campaigns. Services include creative direction, line production, on-location shoots, and post-production coordination.
- Branded Content Production Production of branded content campaigns for global brands, including product launches, brand storytelling, and experiential content for verticals such as automotive, beauty, sports, entertainment, and beverage.
- Music Video Production Music video production for artists and labels, leveraging the company's roster of directors with music video and VMA-recognized experience.
- Public Service Announcement Production Production of public service announcements and advocacy campaigns for government agencies and nonprofit organizations, including safety messaging, public awareness, and behavioral change content.
Quantifiable outcome
- Multiple Telly Award wins including Gold, Silver, and Bronze in single year
- +1 more outcomes
Companies that use Durable Goods
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
Durable Goods technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Durable Goods partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Sherry Matthews GroupcoreAgency partner for NYC DOT Vision Zero campaign; collaborated on government relations campaign 'Vision Zero: Rewind' directed by Paul Santana
- GSDMcoreAgency partner for Ad Council 'You Are A Veteran' campaign directed by Dominique DeLeon; collaborated on nonprofit/advocacy campaign
- Soulstice ProductionsminorProduction partner for NYC DOT Vision Zero campaign; provided line production and production support
- Running with ScissorsminorPost house partner for NYC DOT campaign; provided editing services
- NomadminorPost house partner for Ad Council campaign; provided editing services
- The Stable Visual EffectsminorVFX partner for NYC DOT Vision Zero campaign
- Disney Yellow ShoescoreCreative team partner for Walt Disney World campaigns including 'Moments Between' and 'Find Your Moment' directed by Karima Asaad
- Commercial Directors Diversity Program (CDDP)coreTamer Shaaban was chosen as one of five fellows across the US for CDDP in 2021
- Pillars Artist FundminorTamer Shaaban was recognized as a finalist for the Pillars Artist Fund by Riz Ahmed, Mahershala Ali, Ramy Youssef and others in 2022
- LionsgateminorDanny Lee directed Lionsgate feature 'Public Disturbance' with Mike Tyson and Bobby Lee
- CBS Diversity Director ProgramminorLionel Coleman is an alumnus of the CBS Diversity Director program
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Durable Goods competitors and assessment
Company assessmentDirect peers
- Hungry Man: Hungry Man is a boutique commercial production company with a curated director roster and offices in Los Angeles, New York, London and São Paulo. Like Durable Goods, it operates agency-direct on the strength of its directors' award credentials.
- Prettybird: Prettybird is a creative and commercial production company with offices in LA, NYC and London, known for representing a roster of directors and creators serving brands and agencies. It competes directly with Durable Goods for branded content and traditional commercial briefs.
- SMUGGLER: SMUGGLER is a New York- and London-based commercial production company that represents a curated roster of A-list directors for ad campaigns. It is directly comparable to Durable Goods in both business model (talent-rep commercial production) and target buyers (agencies and global brands), and is a frequent co-competitor on marquee pitches.
- MJZ: MJZ is a long-established commercial production company representing a diverse roster of directors across comedy, automotive and fashion. Like Durable Goods, MJZ competes primarily on talent credentials and works with global brand advertisers, operating in the same boutique production company tier.
- Biscuit Filmworks: Biscuit Filmworks is a Los Angeles- and London-based boutique production company representing award-winning directors for advertising work. Its roster-centric model and agency-direct go-to-market position it squarely against Durable Goods as a peer competitor.
- Park Pictures: Park Pictures is a boutique commercial production company built around an award-winning director roster serving agencies and global brands. It mirrors Durable Goods' emphasis on curated talent and direct agency relationships, making it a close head-to-head competitor in the same price/positioning band.
- Imperial Woodpecker: Imperial Woodpecker is a director-led boutique commercial production company built around an award-winning roster serving agencies and brands. Its size and operating model closely track Durable Goods, putting them in the same competitive set.
Broad incumbents
- Radical Media: Radical Media is a large-scale production company with deep offerings in commercials, branded content, documentaries and feature films. It serves the same agency and brand clients as Durable Goods but as a much broader portfolio player, not a boutique roster company.
- Anonymous Content: Anonymous Content is a much larger production and talent-management company operating in film, TV, advertising and branded content. It represents far more directors and offers integrated post-production services — a broader incumbent that overlaps with Durable Goods on agency/brand commercial work.
- RSA Films: RSA Films (Ridley Scott & Associates) is a long-established commercial production company with global offices and a director roster that includes feature-level talent. It overlaps with Durable Goods on automotive and brand campaign work but operates at significantly greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Durable Goods social profiles
Digital presenceDurable Goods financial estimates
Financial estimateRevenue estimate
Valuation estimate
Durable Goods leadership team
Management profileNumber of profiles
Profiles14 records
Durable Goods funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Durable Goods M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Durable Goods
What does Durable Goods do?
Durable Goods is a commercial production company that produces commercials, branded content, music videos, and digital content for advertising agencies and brands. The company operates a curated roster of award-winning directors and an in-house production team to deliver end-to-end campaign production, including on-location shoots, cinematography, and post-production work. Services are delivered on a project basis with regional sales representatives covering major US markets.
Is Durable Goods a public or private company?
Durable Goods is a private company. It is classified as management employee owned and is currently operating.
When was Durable Goods founded?
Durable Goods was founded in 2011. It employs 1 to 10 people.
Where is Durable Goods based?
Durable Goods is headquartered in Los Angeles, United States, in the North America region.
How does Durable Goods make money?
One revenue line is on record: commercial Production Services.
Who are Durable Goods's main competitors?
Direct peers on record are Hungry Man, Prettybird, SMUGGLER, MJZ, Biscuit Filmworks, Park Pictures and Imperial Woodpecker. Broad incumbents are Radical Media, Anonymous Content and RSA Films.
Does Durable Goods have an API?
No public API is recorded for Durable Goods.