My story in the business began when I followed the road less traveled to New York City where I lived and worked for a decade plus. Those years included a stint at the NFL, a couple of cable networks and a short, middling hip-hop career*.
Good timing and good luck put me in a position to create the wildly popular "Happiness Machine" for Coca-Cola which went viral capturing 9,523,303+ views on YouTube, 200M+ impressions globally and went on to win all the awards. The video kickstarted the hugely successful "Where Will Happiness Strike Next?" (fun fact: tagline by yours truly) campaign globally for Coke and launched my career in this crazy mixed up world of directing commercials. Since then I have had the good fortune to partner with top agencies and helm campaigns for brands like Budweiser, CNBC, Olay, Febreze, Fanta, BCBS, Hyundai, Honda, Pepsi, Match.com, Benjamin Moore, A&W, Comcast and more.
My approach as a director, whether it's working with actors or athletes, rappers or real people, is to go for the truth - the reality of a situation - and make it believable. That language of realism is the consistent thread through all my work and has become my trademark. Whether it's a live social experiment or visual storytelling, capturing candid moments with a cinematic hand is what gets me out of bed in the morning...that or one of my three kids wakes me up.
*No, I don't rap.