I have spent 15+ years directing and producing commercials, and all of it in service of one question: why do we do the things we do? I’m a people watcher, a collector of tiny, universal moments of humanity, and I build stories around people: narratives that hold up a mirror and feel a little too familiar, in the best way. From comedic spots with SNL actors to pull-at-the-heartstrings branded documentaries with real people, on sets large and small, relatability is the throughline.
My path to directing was a practical education in storytelling. For years I was the guy behind the guy, writing pitches and learning what makes an idea connect — including a turn as an agency producer, which gave me lasting insight into how the whole machine works.
Today I direct commercials that find humor in the relatable and films that aren't afraid of feelings. The kudos from D&AD and AICP are appreciated — but the real prize is watching a story built from one small, honest observation connect with an audience.