James is a relentlessly creative and versatile director whose unique style stems from a background in motion graphics and a love of portrait photography. This combination of colour, composition, movement, playful ideas and an eye for capturing honesty in the human condition is the essence of his work. 

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After graduating from university James began working directly with clients such as 4music, E4 and MTV, before catching the eye of RSA Films and making the transition into directing music videos. James quickly made a name for himself and went on to win Best New Director at the VMA's that same year. His mixture of playful narrative walks the line of irreverence and reality, which has also seen him win a Cannes Lion and a D&AD Pencil for his series of short films for Cornetto.

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Today James is one of London’s best-established music video directors who continues to challenge the status quo of the promo world, with projects like his turquoise-infused ‘Virtue’ for Block Party which made Promo News’ ‘Most Viewed Videos of 2016’ listing, as well as revisiting his love of photography and making waves in television advertising, creating content for brands such Fanta, Master Card and Tesco.