How did you get into directing? I worked at MTV in New York in the on-air design department. I realized fairly quickly that I was much more interested in shooting live action than in graphic design. After that I pitched all my projects as shoots instead of animation.

Why do you want to direct commercials? I get to recreate the world the way I see it. I get to decide who the people are, what they are wearing, where they live and what their houses look like; it’s really fun.

What is your most recent spot project? I just finished a campaign for BBC TV licensing in London.

Do you have plans to work in other areas--e.g. shorts, films, features or  TV? Have you ever done any of that in the past? Yes, a short film is the first step for me and I had an idea today. I made a few Karaoke videos in the past.

What do you think is the best part about being a director? Getting to make very short films as a job.

What's the worst part? Getting very involved in the treatment and the story until the whole thing works perfectly in your head, and then not getting the job.