Our Work
"Whatever you end up doing, love it".
Alfredo, Cinema Paradiso
Loving what we do is our philosophy. It drives everything that we are and everything we create. The Paradiso Group is a unique advertising and production company that takes an idea and knows how to make it come alive. We believe the emotional connection between people and brands begin with forward thinking, thought provoking and artistic work. If the strategic objectives and branding goals of our clients are at the heart of this work, beauty in imagery, words and music are the soul.
They elicit a powerful and lasting impression on the senses, one that's so strong and unmistakable, a musical crescendo is enough to make our clients instantly recognizable.
About Us
It all began with a song.
How do you bring attention to the cutting-edge research of a medical center In a way that touches an emotional chord?
The Paradiso Group evolved out of one man's ability to tell an inspiring story about a medical center in just a few musical notes. Doug Romoff, founder of The Paradiso Group, wanted to bring humanity to the clinical research and advancements being made at The University of Pittsburgh Medical Center (UPMC). He scored a commercial for UPMC in 2002 using eloquent prose, visual metaphor, and the talents of the Pittsburgh Symphony. It was the piece that became the springboard for many projects, including a DVD for the city of Pittsburgh that brings its vitality and vibrancy to life.
Doug's sense of Pittsburgh resonates with its residents…in fact, his commercials are recognized as much as for their depiction of the city and its people as they are for showcasing UPMC. He loves the city and thinks of it as the perfect backdrop for his artistry and it shows. Each member of the Paradiso family was chosen because they shared this vision. The company is made up of a formidable group whose passion for art, music and imagination is reflected in the work they do…and in the brands they build.
SENIOR MANAGEMENT
At the core of the Paradiso Group lie some highly respected and very seasoned industry professionals in all disciplines. From account management to production, their commitment to their craft and their clients are the hallmark of their success, and yours.
Douglas Romoff, President and Creative Director
Doug Romoff, founder of The Paradiso Group, has an eclectic background that draws upon many creative disciplines.
Music production first led him to into the advertising business, composing jingles for both blue-chip and packaged goods clients.
He became intrigued by how the power of music could build brands, and then his strategic side kicked in.
He fell in love with the challenge of communicating messages in an artistic
and compelling way. He brought this passion to UPMC, (University of Pittsburgh Medical Center) and through the magic of music, visual metaphor and poetic prose, built it into a recognized brand.
Before coming to Pittsburgh, Doug founded Harmony534, a full-service music production and editing facility.
An award winning music designer, his credits include the CBS promo for The David Letterman show and the International Emmy Awards.
He spearheaded Harmony 534 into new territory, writing, producing and directing film and video presentations for long and short formats.
He brings this expertise to his clients, which has broadened the capabilities of what most "advertising agencies" can provide.
His unique background has allowed him to create multi-media presentations, produce gala events, and live television broadcasts.
Most recently, under his direction, The Paradiso Group wrote and produced a recruitment DVD for the city of Pittsburgh.
Doug began his career as a professional bass player, originating the bass parts to Broadway shows including MISS SAIGON and SUNSET BOULEVARD. In addition to Broadway, he has played on countless movie score recordings, CDs and commercial jingles.
Doug lives in Pittsburgh with his wife and two children. Although New York will always be in his blood, he loves living in here and considers it his home. It has reconnected him to the days when he was an undergrad at Carnegie Mellon.
Diane Sunderlin, Director of Broadcast Services
Diane lives and breathes production. She gained her vast knowledge through years of experience in the feature film and television world. She has coordinated and been part of the production team on over a dozen films such as "The Wonder Boys", The Big Bounce, The Curse of the Jade Scorpion and Dogma. She has also coordinated for the television shows The West Wing and The Young and the Restless. In addition to her long-format work, Diane has produced scores of local, regional and national commercials. Her expertise is invaluable as she applies her production savvy has to the varied film and video projects the Paradiso Group creates for their clients.
As the Director of Broadcast Services, Diane supervises a staff that is always in the throws of making film magic. She shares the vision of Paradiso’s creative teams and makes sure that the production department puts out the highest caliber work within the constraints of a budget. She is a natural people person with a gift for maintaining relationships and coordinating with outside production sources for all radio and television projects. She cracks the whip with a smile!
Diane is proud to serve on the Board of Directors of the Pittsburgh International Lesbian and Gay Film Festival and is a volunteer with Allegheny County Special Olympics. She enjoys boating and traveling, especially to her family’s home in the Abruzzo region of Italy. She happily resides in the City of Pittsburgh with her partner Becky and their dog Buddy.
Amy K. Ranier, Senior Account Manager
Amy came to The Paradiso Group after a successful marketing career with PNC Bank, one of America's largest financial institutions.
As Senior Account Manager, she maintains daily contact with our clients, oversees The Paradiso Group's creative staff, keeps projects on time and on budget and is our go-to person for strategic thinking, problem solving and mediating discussions.
Amy has a knack for moving people on opposite sides of an issue toward productive common ground – she may have developed her people-management skills through her favorite avocation: guiding a ton or so of horseflesh across fields and over fences while chasing (but never catching) foxes in Westmoreland County.
During her PNC days, Amy was promoted several times as she worked her way up to Marketing Manager of the bank's retail division.
She oversaw the development and execution of a multimillion dollar retail sales strategy.
This effort involved creation of advertising and promotional materials, including television, radio, print, electronic, and direct mail. She also executed comprehensive brand and marketing plans and programs, both short and long range, to support sales and revenue objectives.
Prior to joining PNC, Amy was an account executive with the Chicago marketing firm of Din & Pangrazio.
A magna cum laude graduate of St. Mary's College, Amy is a member of the Board of Directors of The PROGRAM for Female Offenders and does volunteer work for the Communication Alliance to Network Thoroughbred Ex-Racehorses and for Cat Sense, Inc. She and her husband, Ron, divide their paychecks among two horses, their dog, Lucy, and assorted cats.
Barbara Newman, Senior Writer and Co-Creative Director
Connecting consumers to brands is the hallmark of Barbara’s work. Her ideas have guided numerous brands, both in the U.S. and internationally, building them into category leaders.
Her career has spanned over 20 years, where she held senior creative positions with global agencies such as Grey Worldwide in New York and Young & Rubicam in San Francisco, From shampoo (Pantene) to cereal (Post Raisin Bran), Barbara’s work has been seen and noted, both here and abroad.
Most recently, Barbara has been one of the key drivers behind the successful branding of The University of Pittsburgh Medical Center (UPMC). This $5 billion world renowned healthcare system includes advertising for the UPMC Health Plan, Magee-Womens Hospital and UPMC Sports Medicine.
Before forming her own consulting company and working in the healthcare arena, Barbara spearheaded the growth of Slim-Fast from a $220 million dollar weight loss product into a $1 billion global lifestyle brand in just 4 years, with the "Get Healthy" and "It's your life--feed it right" campaigns.
Prior to her work on Slim-Fast, Barbara wrote the classic "Choosy Moms Choose Jif" advertising for Procter & Gamble, making it the category leader, and "We Fit America" for Fruit of the Loom. An avid writer, Barbara penned 'Summer Days' for Barrelhead Root Beer and has written lyrics for The Disney Corporation, and Jil Sander perfume.
She has won numerous industry awards and has lectured on 'branding and creativity' at both the School of Visual Arts in NY, and the Fashion Institute of Technology.
Barbara is a member of advisory boards for a number of organizations, including: Children’s Messages to the World, a forum for children to express their ideas about peace and tolerance through art, music and science; Dragonfly, Inc., a visual-based internet search company; and Barrington Stage Company.
She splits her time between New York City and The Berkshires, where her husband runs a country inn and her kids run amok. Just a little.
Louis La Rose, Jr., Director of Business Affairs and Executive Producer
Louis A. La Rose is a 21-year veteran of the television production business, and co-Founder of Camelot Communications Group, a well known New York based television production company, which provides the advertising and entertainment industry with a broad range of services. He has produced some of the industry's most talked about commercials, working hand in hand with some of the top creative directors at agencies across the nation.
His experience doesn’t end with the :30 format. Louis is well versed in the creation and production of long-format projects, as well. His credits include a long list of documentary films, live, multi-camera broadcasts of sporting events from the Olympics to entertainment specials for ABC and ESPN and Celebrity and Music industry profiles for Sony Entertainment and Fox Television. He is a master at putting together the right team of people to get the best quality of work—whether the budget is twenty thousand dollars or twenty million.
He brings his vast knowledge and creative thinking to The Paradiso Group, forming an alliance that raises the bar by delivering the highest level of production expertise. This partnership gives The Paradiso Group a real production edge, by offering its clients a unique range of services that are 'out of the traditional agency box'. Having Camelot as a production arm gives us the strength to deliver unparalleled work, while remaining true to our creative vision and our client's budgets.
A true team player from start to finish, Mr. La Rose has spent as much time in the editing room, as he has on location. His keen eye for post production adds to his talents, as do the many relationships he’s built over the years.
When not in Pittsburgh, Louis devotes his spare time to his wife Maria. He resides in Bedford, NY and spends many hours on US Air.
OUR SPACE
The space we live in is a reflection of who we are. And the work we do. It’s warm, open, light-filled and un-constricted. With lots of room to collaborate and create. It’s an environment that fosters teamwork, flexibility and ideation. The Paradiso Group even has a place called ‘the circle of clarification’. That should say something about us! Our clients love coming here. So do we.
CAPABILITIES
The Paradiso Group is well-versed in a variety of communication forms. We are proud of our print, radio and television portfolio and have expanded our talents into new and sophisticated arenas. Long-format, branded content development, and event planning and production are part of what we love to do. We do it with the Paradiso trademark…an artistic sensibility that talks to people, touching them in ways that forge lasting relationships with the brands we create for.
Contact
We’d love to hear from you
Doug Romoff, President and Creative Director
dromoff@theparadisogroup.com
Amy Ranier, Senior Account Manager
aranier@theparadisogroup.com
Our Clients
University of Pittsburgh Medical Center
UPMC Health Plan
UPMC Health Plan - Medicare
ISMET
IMITS - Department of Defense
Pittsburgh Symphony Orchestra
City of Pittsburgh
University of Pittsburgh
News
PITTSBURGH LIVE.COM | "2004's most dazzling dozen" (1/10/05)
PITTSBURGH LIVE.COM | "Campaign to bring visitors to region" (3/19/05)
PITTSBURGH POST-GAZETTE.COM | "Hope takes flight" (11/8/04)