Creative Efficiency

With decades of experience working at the top direct response agencies, everyone at Creative Filmworks brings a wealth of knowledge and savvy to each project. Combined, these talents offer what we call Creativity Efficiency—the ability to produce the most creative options with the lowest possible budget. That's the benefit of a team working together for decades. And it can make your infomercial stand out from the crowd.

Anthony Ciavatta

Creative Director

Anthony writes, produces, and directs our projects.

Starting out as a producer for CNN, Anthony went on to produce one of the first infomercials ever made—back in 1986—for industry pioneer SyberVision Systems. Working with industry leading companies, he's produced, directed, and/or written countless direct response projects for clients like Rowenta, Cuisinart, Sanyo, and many others. He specializes in educational, health & beauty, and kitchen appliance products.

Anthony attended UCLA film school where he earned an MFA in film, with a focus on screenwriting.

Don Dougherty

Creative Strategist

Don plays a key roll in developing a creative strategy for cross platform marketing. His direct response experience puts him at the apex of the business.

Don's creative career began in brand advertising in Tokyo. In the early 1990's, Don moved to direct response marketing and has since managed B2C and B2C creative for ad agencies specializing in DRTV, direct mail, DR radio and interactive DR marketing and fulfillment.

His forté is integrated cross-channel strategic planning. Don's direct response client list reads like a summary of the S&P 100, with projects completed for AAA, AT&T, BlueCrossBlueShield, CitiGroup, DirecTV, HP, Intel, Merck, PepsiCo, SallieMae, United Health Care and Wells Fargo, to name just a few. In his spare time, Don writes about wine and other beverages, and has over 100 published articles.

Peilin Breller

Executive Producer

Peilin handles day to day contact with our clients. Everyone loves working with her because of a can-do, upbeat approach to problem solving.

Creativity is Peilin's middle name. In addition to producing for clients such as Hooked On Phonics, Your Baby Can Read, and others, Peilin is also a highly sought after food stylist. Her creativity and resourcefulness as a producer knows no bounds.

Peilin attened UC Irvine, earning a degree in theater. She performed professionally in musical theater before becoming a producer, food stylist, and mom.

Mark Laskowski

Production Designer

Mark develops the style and look of each project, covering everything from designing the sets to creating engaging graphics and animations.

With network television experience as an art director and production designer, Mark enjoyed great success at Nickelodeon, production designing such hit series as Kenan & Kel, and All That. His direct response work covers decades of highly successful projects for clients like Bare Escentuals, Dermacia, Rowenta, T-fal, Torso Track, and others.

D. Dale Beaty, Jr.

Post Production Supervisor

As our technical guru, Dale makes certain every project produced by Creative Filmworks meets broadcast standards, while also adding a magical finishing touch that turns great into wow.

Dale’s lengthy broadcast career began at Time Warner where he served as Post Production Supervisor. He also worked at E! Entertainment, overseeing 17 edit bays. His work there included editing True Hollywood Stories, Joan Rivers Fashion Police, and the Howard Stern Radio TV Show. Dale’s experience includes positions with The WB Network (now CW Network), Fox, and others.

With more than a decade in the infomercial business, Dale has overseen post production on countless long and short form DRTV projects for industry leading agencies and major national clients.

Strategic Partners

Music

The perfect music triggers an emotion that makes people respond to an infomercial, propelling it to a higher level of performance. So Creative Filmworks only uses the leader in direct response music -- Downpat Music for original scores and its sister company, Apex Music for library tracks. Our collaboration began nearly 30 years ago when we worked together on one of the first infomercials ever made.

Media

Creative Filmworks maintains close relationships with all of the major direct response media agencies. When it comes time to air your infomercial, we'll make sure it gets handed off to one of the best media companies in the business.

Our Team