Sibling Rivalry Welcomes James F. Coton as Director

Sibling Rivalry today announces the addition of James F. Coton to its roster of directors.

Known for his high-energy, visually kinetic style, James brings a bold and evolving creative voice to the Sibling Rivalry team, one shaped by a global mix of pop culture, anime, hip-hop, and cinematic craft.

James' work is marked by dynamic camera movement, vibrant colour, and strong rhythm, often incorporating visually inventive transitions and striking compositions. “Every film needs to look beautiful, but also feel alive,” he explained. “I think I was part of the first wave of directors to really push that kinetic, visually-driven style you see everywhere now—and I’m still evolving it with every project.”

James' journey into filmmaking began with co-founding a production company specialising in branded content and documentaries. Self-taught in editing, documentary storytelling, and art direction, James soon found himself behind the camera, directing spots for major clients.

His reel features work for global automotive brands such as BMW, Mercedes, Porsche, Lexus, and Lamborghini. “Looking back, I think I played a role in evolving the way car films are shot,” James said. “I always try to really understand who the car is for, who we’re talking to, and then find new ways to make it stand out visually—without ever losing respect for the car’s design itself.”

Pop culture plays a central role in his creative identity. Raised on 80s and 90s American television and later immersed in Japanese manga, James infuses his projects with a distinct kinetic energy, expressive visuals, and cultural nostalgia. “That mix of anime aesthetics, hip-hop boldness, and cinematic storytelling shaped my voice as a director,” he notes.

James said, “Talking with Darren, it became clear we share the same hunger to push creative boundaries. Sibling Rivalry is ambitious, and that energy is contagious. I see huge potential here, especially as I look to expand my work in the U.S.”

At Sibling Rivalry, James is particularly excited to deepen his presence in the U.S. automotive market and collaborate on projects that demand both aesthetic edge and emotional punch. “There aren’t many directors with my kind of style in this space, and I’m ready to bring something fresh to the table,” he says. “But more than anything, I want to work on exciting projects with great people—stuff that pushes boundaries and energy—wherever that takes me.”

Darren Foldes, partner at Sibling Rivalry, said, “James is a force—a director with a signature style that blends raw energy, visual innovation, and a deep respect for craft. His ability to shape narrative through movement and rhythm makes his work stand out in any medium. We’re thrilled to have him join Sibling Rivalry.”

See more of James’s work, here: https://www.siblingrivalry.com/films/james-f-coton​