Hey Wonderful has brought comedy director Jim Gilchrist aboard its roster for U.S. representation in commercials and branded entertainment. His recent work includes campaigns for Purplebricks Estate Agents, MBNA Financial and Sky Bet, all with standout comedic performances and action-packed stories. He’s also known for hilarious award-winning hits like Nike’s “Manager”–featuring a guest appearance by a younger Brett Goldstein aka Ted Lasso’s Roy Kent–Tango Clear’s “Bravo,” Harvey Nichols’ “Backstage” and Comfort’s “Nudist.”
“I was instantly drawn to Jim’s comedy and visual style,” said Hey Wonderful founder/managing partner Michael Di Girolamo. “I always look for comedy with great visuals and art direction. And Jim’s performance and casting have a brilliant range from very dry to surreal, always grounded in reality whether the situation is mundane or ridiculous. He’s a brilliant storyteller at heart and we can’t wait to bring him new opportunities in the U.S.”
Gilchrist said, “So much of Hey Wonderful is about the people. When I met Michael, I was struck not only by his extensive knowledge of the industry, but also a nice energy and positive approach. His partner Sarah McMurray brought that same ‘can do’ mentality to our conversation. I’m looking forward to collaborating with them along with new brands and agencies in the U.S.”
Gilchrist began his career on the agency side, working at Fallon London as producer. Eager to be more hands on creatively, he moved to the U.S. to attend film school in Boston. Following graduation, he went back to the U.K. to start directing commercials with Thomas Thomas, and later MJZ and Outsider. His commercials have been honored with Cannes Lions, D&AD Pencils, British Arrows and more. Gilchrist recently joined production house Rattling Stick for U.K. representation.
A love of photography, both shooting and enjoying others’ work, and of observational comedy have influenced his commercial aesthetic. “It starts with the casting, which obviously includes comedy because I have funny bones,” Gilchrist said. “But I feel comedy needs to be elevated, both through performance and visual choices. I love working with standup comedians–like in my spots for Purplebricks and MBNA. They get the timing of comedy. They can leave the pause for the laugh.”
He continued, “In my TalkTalk ‘Restaurant’ spot, the idea is about two guys at a dinner table getting overcharged. The third guy is the waiter. That was really lovely to direct because the three of them were such good actors. It was like driving a really cool, fast, responsive car and every time you go for the accelerator, the performance is just there.”
Gilchrist’s strength as a performance director doesn’t stop with comedy. He has also directed more serious fare like an acclaimed campaign for the Macmillan U.K. cancer support charity which depicts the importance of relationships with pivotal people in the lives of cancer sufferers who appreciate a semblance of normalcy and do not want to be defined by the disease.
Outside of commercials, Gilchrist is currently developing a series with Mark Gordon Pictures called Champagne Supernova. Written during lockdown, it’s the story of The Great Gatsby set in Britpop Britain (Manchester 1997).
