Director James F. Coton Joins OB42

James F. Coton, a director renowned for his dynamic and visionary style, possesses a global perspective that infuses his work with a trademark aesthetic, making him much sought-after by brands worldwide.

Born into a generation heavily influenced by Japanese video games, cutting-edge technologies, and the rise of Hip Hop in the 1980s, James has an inherent appreciation for the ever-evolving landscape of innovation and diversity. He’s known for his use of fluid camera movements, a signature visual style that underpins his distinctive approach to capturing both performance and product to create visually stunning films.

James has helmed campaigns around the world for such brands as BMW, Mercedes, Lancôme, Volkswagen, T-Mobile, Lexus, and Nokia, to name a few, leaving an indelible mark through his innovative and premium visual storytelling, continually seeking to push creative boundaries and deliver fresh perspectives.

Jez Murrell, head of advertising says, “I’ve been a fan of James for some time, he has such an uncanny understanding of all aspects of the filmmaking craft. Beyond the automotive sector through visceral, often playful narratives, his level of execution is what really shines and something we’re keen to build on here in the UK.”

Check out his reel here.