Carter Pagel joins the roster.
We couldn’t be more proud or excited for the work we’re building together.
Carter’s got 25+ years in the game. Dozens of clever, award-winning spots and films. Super Bowl work for Bud Light. Campaigns for AT&T. 10+ years as a CD at Sanders/Wingo. Work recognized at Cannes, AdAge, AdWeek, and the American Advertising Awards.
All great. But that’s not why he’s here.
He’s here because he loves cinema. And we love nurturing that—helping him not only make the films he wants to make, but first and foremost channel that into the ads our clients trust us with.
At the end of the day, that’s what we’re here for.
Carter is obsessed with bringing that level of feeling and craft into brand films that actually hit.
He speaks both languages. He’s been inside the agency. He knows what creatives are chasing and what clients need to say yes.
He protects the creative. Pushes it further without losing the room. He lives and breathes cinema.
That’s rare. That’s 2perf 🤫
BTS from a feature we produced with our fearless @pottersistersfilm this summer.
(Yes, the cups & cans are in fact art department)
We make narrative films to refine our taste and stay rooted in culture so when we make ads, they actually hit.
It’s also just… insanely fun to make movies with your friends.
People are smart. They know when an ad is just trying to sell.
So why are you still trying to sell? Let’s make them feel instead.
That’s where film comes in. And that’s why we approach every ad from a filmmaker’s point of view.
That’s what sets us apart, and why our clients and agency partners choose us and stay.
Story first. Feeling first. Always. At the end of the day, your ad is a short film. If I don’t feel something after watching it, it didn’t work.
It should not feel safe or overly branded. We all know that gets skipped.
Feeling doesn’t.
Great commercial directors are filmmakers first.
That’s what we back. That’s what we’re building.
2PERF is a creative home for directors and a direct line for agencies and brands to work with voices that have something to say.
We’re the ones you call when you’re ready to be fearless and make something that cuts through the rest of the noise.
That’s the standard. That’s what we’re good at.
Polaroids by @joefailladp
Work from @pottersistersfilm
Their Doritos Crash the Super Bowl spot has the kind of clarity that cuts through noise and sticks. It had its moment on social for a reason.
Far West, their breakout short, premiered at @sxsw in 2022. Quiet, patient, and honest, it uses West Texas as a backdrop for a dark, deeply human story. Expansive, contemplative images and a powerful narrative build a distinct sense of tone, space, and restraint that lingers well beyond the first watch.
Introducing the Potter Sisters to the 2PERF director roster. 🖤 @pottersistersfilm
If you haven’t been on set with them yet, it’s time to change that.
As we build the next generation of filmmaking, a huge part of that is the energy on set. It’s all about people in the room. The feeling you leave with at the end of the day. The feeling of wanting to come back.
We’re building a culture rooted in collaboration, equity, and just plain good vibes. The Potter Sisters fit that world naturally. So much so that they expand on it in the best way.
We’ve been on set with them with full crews, and we’ve shot things with four people. It doesn’t matter. If they’re directing, it’s going to be good. Packed with culture, real moments, and something that only they can bring.
Their breakout short Far West premiered at @sxsw 2022 and marked a clear arrival. It felt fresh, specific, and fully their own. They followed it up with BLOOD, which premiered at @sxsw Australia 2025, continuing to push their voice forward and make waves with their distinctive, gritty POV.
On the commercial side, their Doritos Crash the Super Bowl spot took off, going viral on TikTok, pulling more views than the official winner (just saying, judges aren’t always right), and landing as the #2 most watched spot across the entire competition.
A few more things they’ve done: – SHOOT Magazine New Directors Showcase (2024) – Commercial Directors Diversity Program (2024) – Alliance of Women Directors Fellowship
But beyond all of that, they’re just great collaborators and good friends. Thoughtful, funny, locked in, and the kind of people you want to build with and spend long days on set making movies with.
We’re excited for what’s ahead and what we’ll create together.
Welcome to 2PERF 🖤
If you’re a filmmaker, you’ve probably doubted yourself. You’ve probably had imposter syndrome. You’ve probably made something you ✨really✨didn’t like. (If you haven’t, good on you 😂).
It’s part of the process.
We learned early on that on the other side of that doubt lies incredible potential for growth, experimentation and innovation.
The truth is, experimentation is the only way to make something new — but experimentation has a tendency to leave you black and blue… bruised from the setbacks, exhausted by the trials and error, and scared of failure.
But at the end of that road, there’s a golden opportunity to create something extraordinary, and that’s where the magic happens.
If you’re a filmmaker and you resonate with that, we’re here to tell you to keep going. Keep making stuff every chance you get. Don’t be afraid to try. Don’t be afraid to fall, get some scrapes, take your rest, and get back up.
We see these moments of doubt not as setbacks, but as steps forward on a path paved with passion and persistence. At 2perf, we transform doubt into daring, channeling that energy and feeding it back into positive growth.
We’re more than just a video production company; we’re a collective of passionate storytellers committed to revealing the extraordinary in the everyday.
Storytellers who have fallen, cut their teeth and gotten back up – again and again – coming out triumphantly with new, incredible work that pushes the limits of what’s out there.
So if you’re reading this and you’re feeling doubt about your work right now, go pick up your camera, your phone, whatever it is, and channel that doubt into growth. Try something new. Don’t be afraid to fall.
You got this.
