With over seven years of experience directing and producing TV ads and stuff, plus many more years filling other roles in the industry, James has found himself at the head of his own ship. this wasn't the intention when he set out to be a commercial film director. back then the model was simple, get your show-reel looking half decent and get attached to a production house or two. however, as fate has it, he did a couple of small ads as the producer and director. over time, as the agencies grew and the industry evolved, those projects grew and here we are. The ad industry is a hire in†industry. every crewmember is freelance; every piece of kit and location is rented… it must be that way to accommodate the dramatically different and quick turnaround of productions, so the well-connected producer director has access to the same recourses and talent as the large international film companies.
