In 1999, at the age of 19, James began his advertising career as one of the youngest copywriters in Australia. In spite of his tender age, his impact was felt immediately; winning multiple awards in his first year in the industry.
Over the next 8 years, James created numerous iconic campaigns for brands such as WorkSafe Victoria, Industry SuperFunds, Gamblers Help and the Victorian Youth Drug Initiative.
Throughout this time, James became increasingly drawn to the film aspect of his work and in 2007, he made the leap from 'AdLand' into film production; establishing his Melbourne based production company 'Sweet Productions'.
Sweet quickly became one of Melbourne's leading production companies and, over the next 7 years, James honed his skills as a Director, Producer and Film Editor.
Today, James is undoubtedly one of the country's busiest TVC Directors and his name is behind some of Australia's most well known and memorable campaigns.