Paul
Saunders
Filmmaker, creator and founder.
Filmmaker
NFL Network documentaries, commercials and brand films for 50+ clients.NFL Network docs & brand films
Watch the work ↓
Creator
A 1906 storefront turned into a home, a brand and a 200K audience.A 1906 storefront turned home & brand
See the story ↓
Founder
One signal layer across 24,000 municipalities.Signals from 24,000 municipalities
Explore Signa ↓Filmmaker
Director and director of photography for NFL Network documentaries, national brands and the non-profits that move Pittsburgh.
Directing for the NFL
Paul directs and shoots documentaries, episodic programming and feature series for the NFL. His work includes the 90-minute Hall of Fame documentaries broadcast on NFL Network in 2021–2024 and 2026, the NFL Generations series, NFL City Life and NFL Man of the Year.
ShoFilms
Paul founded ShoFilms, a Pittsburgh production and marketing studio that makes brand films, broadcast commercials and campaigns. Clients range from Chick-fil-A, Rivers Casino and Culligan to the Jane Goodall Institute, Visit Pittsburgh and Mike Tomlin's Man UP charity.
Selected clients
Directing · Cinematography · Production
Creator
Paul and Cheryl Saunders bought a 1906 hardware store on the main street of Ligonier, Pennsylvania, and are restoring it into a home and Airbnb. They documented every step as @hardware2home, and the series became a social media hit.
We filmed every step of turning a 1906 hardware store into a home, and people kept watching. These are the videos that took off.
How a pair of first-time TikTokers turned a 116-year-old hardware store into a luxury home and Airbnb.
Founder
Signa reads the public record of America's local governments, from meeting minutes and agendas to bids and hearings, and turns it into one signal layer. It finds the first public trace of what comes next: a zoning change, a data center precursor, a solar farm, a roadway bid.
Curious first.
Then build it.
I’ve worked behind a camera, inside a century-old hardware store, and through millions of public records. Different industries, same instinct: ask better questions, recognize the potential, and figure out how to make it happen.
Find the human story
Good storytelling starts with listening. Whether I’m interviewing an NFL legend or helping a local organization explain its mission, I look for the details that make people care.
Connect different worlds
I bring what I’ve learned in one industry into the next. Construction, filmmaking, marketing, and technology each give me another way to approach a problem.
Recognize the potential
An old hardware store can become a home, a business, and a story people follow. Overlooked public records can become useful intelligence. I’m drawn to possibilities that aren’t obvious at first.
Start with the purpose
Before choosing a camera, building a product, or developing a brand, I ask what it needs to accomplish. That answer guides the decisions that follow.
Make complex things clear
A strong idea needs a clear explanation. I turn complicated subjects into stories, visuals, and experiences people can understand—and remember.
Follow through
I like the part where an idea becomes real. Working through obstacles, learning what’s missing, and staying with a project until there’s something useful to show for it.
Strategy
- Brand strategy
- Storytelling
- Social & content
- Capital campaigns
- Audience growth
Building
- Product development
- Data & AI workflows
- Pattern synthesis
- Real estate
- Historic preservation
Film
- Direction
- Cinematography
- Documentary
- Broadcast commercials
- Editing & post
- Scriptwriting