Keith McCarthy Joins Pulse
Multi award-winning director Keith McCarthy joins Pulse’s global roster, bringing his signature mix of cinematic storytelling, sharp humour, brilliant casting and high-energy filmmaking.
With a background in screenwriting, Keith has a deep understanding of structure, pacing, comedic and emotional tone—skills that underpin everything he directs from stylised 30-second spots to longer-form narrative campaigns. His work has earned recognition from BAFTA, Cannes Lions, D&AD, and the British Arrows.
His reel spans major brands like Nike, Volkswagen, Adidas, Subaru, and Coca-Cola, where he’s consistently delivered visually distinctive work with a clear voice. Whether leaning into awkward, absurdist humour or crafting cinematic tension, Keith has a rare knack for tonal control and performance direction.
His comedy chops are sharp—but he’s not just a “comedy guy.” His work plays in the space between humour and feeling, where characters land and ideas stick. And when the brief calls for energy—stunts, movement, physicality—he brings a kinetic edge without ever losing clarity or focus.
Keith is also known for his intuitive work with some of the biggest names in sport, including David Beckham, Lionel Messi, Kevin De Bruyne, Romelu Lukaku, and Paul Pogba. Behind the camera, his experience on the agency side has given him a strong collaborative instinct—he understands the process and knows how to lead the vision while bringing everyone with him.
“I’m into big ideas that probably shouldn’t work but somehow do,” said Keith. “I’m always on the hunt for stylised, ambitious, slightly unhinged comedy with a cinematic finish. That’s my thing. I love shooting funny in a way that feels big, beautiful and oddly emotional. Pulse got that straight away. Great taste, great people, and the kind of creative energy that makes you want to get out of bed early. It just clicked. I’m properly excited for what’s next.”
Jamie Walker, managing director at Pulse, added, “Keith’s work hits that rare intersection—cinematic, emotionally intelligent and tonally razor-sharp. He brings real range from kinetic, large-scale productions to smart, brilliantly cast, performance-driven storytelling. We’re thrilled to have him on board.”
