Watching a good film is like living another life. 

I think that one of the greatest powers of film is that it allows us to immerse ourselves in new experiences, experiences that help us empathise with each other and see the world a little differently. We may not have had the experience of being a war refugee or perhaps a woman born into a man’s body or even a fish choking on a piece of ocean plastic – but through film we can gain a little bit of insight into another world – and hopefully we can come out the side with greater awareness.

I believe that a commercial is just a microcosm of the power of film, and so as a commercial filmmaker I feel a great responsibility to try and create content that puts a meaningful message back into the world. 

To be honest this is not always easy in advertising, and I have for the most part kept this ideal to myself, it is truly wonderful to be a part of a collaborative like “the publik” that are so courageuously embracing purpose driven content.