About Us

A BRAND ISN’T JUST SOMETHING YOU CHOOSE, IT’S SOMETHING YOU FEEL

IT’S AN EMOTIONAL REACTION TO AN ENVIRONMENT, AN IMAGE, A PRODUCT

THAT REACTION SPARKS A DECISION AND THAT DECISION CAN CHANGE BEHAVIOR

THAT REACTION AND EMOTION CAN BE BROUGHT TO LIFE THROUGH THE MAGIC

OF STORYTELLING AND CREATIVELY CONNECTING THINGS

IT’S WHAT DRIVES US EVERYDAY

At Durable, we are most alive when telling stories that don’t fit inside a box. We thrive off the kinetic energy of breaking down creative barriers and connecting with audiences as multi-screen storytellers.

Partnering with brands and agencies to create dynamic experiences that catch the attention of viewers, we find ways to break through at a time where marketing is everywhere. Our team of directors, producers, writers and art directors are not afraid to get our hands dirty to uncover creative solutions. More that a production company, we are Durable. #wearedurable

We believe it’s the intersection of strategy, creativity, and innovation that creates the strongest experiences, and we are passionate about creating the absolute best experiences possible for our partners. We offer deep expertise and shared vision for the impact that is trying to be made. From ideation to post project recap, we’ll stick close to ensure everything is exactly as it needs to be: flawless.

Hani Selim

EP/Managing Partner, Durable Goods

Hani Selim fuses a wealth of industry experience with a “lean-in” approach to the ever-changing landscape of digital media in his role as EP/Managing Director of Los Angeles-based commercial film production company Durable Goods. The award-winning shop specializes in broadcast, long form branded and digital series content. Since launching in 2011, Selim has focused on curating and nurturing roster directorial talent. He produced budding filmmaker Tatiana Pilieva’s viral hit “First Kiss” for Wren Clothing that went on to garner over 156 million views and receive numerous industry accolades including a Gold Cannes Lion, London International Award and Clio Award. While producing notable campaigns for top international brands, he also continues to support directors’ engaging in projects and ideas outside of the commercial world.

Selim rose through the ranks at Sony Pictures, becoming Director of Feature Film Syndication at Columbia Tri-Star Television Distribution, selling packages of Hollywood blockbusters to television networks. As an entrepreneur, Selim founded Concrete Images Production Services and grew it from a home office into one of the top 10 most successful film service companies in the U.S.

Rebecca Wray

Executive Producer, Durable Goods

Rebecca Wray has nearly two decades worth of experience in the advertising and entertainment industries and brings a passion for cultivating and evolving creative talent to her role as Executive Producer at Durable Goods. The Los Angeles native studied at USC before beginning her career at Paramount Pictures. She set her sights on “real” city life in Chicago, where she got her first taste of the commercial production world managing production company sales at SourceEcreative. She quickly fell in love with the creativity and immediacy of the medium, moving back to Los Angeles where she worked as a producer for a number of commercial production and post shops, eventually landing at Digital Kitchen, where she spent 3 years as a Producer. Following Digital Kitchen, she spent 7 years as the Executive Producer for atSwim and Milk and Honey Films, growing their international directorial roster and expanding her global production expertise with an 8-month stint in Prague.