Texas-based Sugar Film Production is marking its Quarter-Century anniversary with the signing of acclaimed director Ben Orisich to its commercial roster—a move that signals both celebration of a coveted legacy and commitment to evolution.
Since founding partners Tony Miglini and Chris Smith launched the Dallas-based production company in 2000, Sugar has built a reputation on a deceptively simple philosophy: work hard, play hard, maintain gratitude and surround yourself with people who genuinely love the craft. That ethos has resulted in more than 800 broadcast commercials for brands including American Airlines, Ford, Home Depot, Subaru, GM, H-E-B, McDonald’s, Pepsi, AT&T, Coca-Cola, Toyota, and RAM—campaigns that span automotive, retail, lifestyle, sports, and beyond.
“We’ve never been the biggest shop, but we’ve always tried to be the one that people genuinely love working with. Many of our client relationships are over a decade long with some of them spanning over two” says Miglini, who has served on the AICP national board for many years and brings the same grassroots grit to production that he does to Baja racing. “Sugar was built on the idea that the best work comes from real relationships—with clients, with crews, with talent. Twenty-five years in, we’re grateful that so many of our clients have become friends.”
“Adding Ben to our roster at this milestone isn’t about changing direction. It’s about strengthening what we do best. I’ve followed his work for years and always felt like we’d be a perfect fit for each other. His collaborative presence on set and his ability to find the humanity in the work really shines.”
With offices in Dallas and formerly Santa Monica pre-pandemic, Sugar’s national reach has been powered by technical excellence, creative rigor, and a culture where gear-heads and filmmakers thrive side by side. The company has become a trusted collaborator for agencies seeking flexible production approaches without sacrificing craft or vision.
Now, as Sugar celebrates a quarter-century of storytelling, the addition of Ben Orisich feels less like a pivot and more like a natural amplification of everything the company has always been.
“Ben embodies the curiosity, clarity, and hands-on attitude that define Sugar’s DNA,” says Smith. “He’s someone who gets our culture and goals. He also has the same full-picture understanding of directing, post and VFX that have always allowed us to thrive creatively and put clients at ease.”
Orisich brings more than two decades of directing experience, underpinned by a foundation in post-production, design, and visual effects. His work is cinematic, emotionally resonant, and built with the kind of deliberate precision that comes from understanding every layer of production. He’s known for shooting tight, purposeful spots that leave a mark—not through spectacle, but through clarity and connection.
His recent Stanley Cup opening tease earned a Clio Award shortlist, adding to a slate of honors that includes an Emmy nomination, New York Festivals Awards, and recognition early in his career as a SHOOT Magazine Best New Director. Orisich directed the Indy 500 opening campaign for eight consecutive years, collaborated with IZOD and other PVH-owned brands for 17 years, and has worked with clients including Google, Honda, Hyundai, ESPN, Chevrolet, and SPEEDO across Super Bowl spots, celebrity-led campaigns, and branded origin stories.
In 2024, he released the short thriller Violence of Action, which won Best Action/Thriller Short at multiple festivals including the San Diego Short Film Festival—a reminder that his narrative range extends well beyond the 30-second format.
Off-camera, Orisich is equal parts storyteller and seeker: an avid climber, mountain biker, cappuccino chaser, and frequent road-tripper with his wife and two dogs. He’s filmed across Iceland, Italy, South America, Mexico, and beyond—always hunting for moments that feel real, grounded, and worth remembering.
“This feels like the right home at exactly the right time,” says Orisich. “Sugar has this rare combination of technical craft and human authenticity. They’re not trying to be the flashiest option in the room—they’re trying to make work that matters. That’s always been my North Star too.”
For Sugar, the 25-year milestone isn’t just a moment to reflect—it’s a launchpad. With Orisich now part of the family, the company is doubling down on the values that got them here: unfiltered creativity, contagious curiosity, and the belief that great storytelling is born from trust, not ego.
“This anniversary feels like a milestone and also a beginning,” says Miglini. “We’re not resting. We still genuinely love what we do and who we do it with. We’re excited to have Ben with us now and for what the next 25 years will bring.”
Sugar Film Productions is a broadcast commercial production company based in Dallas, Texas, with national reach. For more information, visit sugartv.com.
