About

I’m a Hybrid Commercials Director, working across Live Action, Virtual Production and AI.

I’ve spent more than two decades directing commercials, with automotive filmmaking becoming a particular specialism. I’m drawn to strong graphic imagery, cinematic storytelling and beautiful, considered images, but I’m equally interested in finding new ways to create them.

For me, being a Hybrid Director is about bringing together the best of traditional filmmaking and new technology. Live Action, Virtual Production, VFX and generative AI aren’t separate worlds. They’re all creative tools, and I like finding the right combination for each project and each idea.

I’m particularly excited by what happens when these different approaches overlap. AI can extend something we’ve shot for real. Virtual Production can put a camera somewhere that would otherwise be impossible. Traditional cinematography can give new technologies the texture, imperfection and emotion that makes an image feel real. Ultimately, though, the technology should never become more important than the film.

I love the collaborative side of directing. Building a great team, working with talented people and creating an environment where ideas can develop is a huge part of the process for me. I like sets to be calm, considered and enjoyable places to work.

Away from filmmaking, I’m happiest outdoors. I’m a devoted dog lover, and motorcycles have become something of an obsession, particularly travelling and getting off the beaten track. I also ride horses, ski, hike, paddle board and play padel with considerably more enthusiasm than talent.

I’m drawn to mountains and wild landscapes. Wastwater in Cumbria remains one of my favourite places in the world, somewhere I’ve been returning to since I was 16.

One of the things I appreciate most about my work is the opportunity to travel, experience different countries and cultures, and work with people from all over the world. Those experiences inevitably find their way back into the work.

I’m still learning, experimenting and looking for new influences. The tools keep changing, which, for me, is part of what makes filmmaking so interesting.