Keith McCarthy

With a background in screenwriting, Keith possesses a keen understanding of narrative structure and employs his expertise to deliver compelling stories infused with both visual flair and comedic charm. This distinctive blend of comedy and aesthetics permeates much of his branded work, evident in campaigns for global giants such as Nike, Subaru, Adidas, and Coca-Cola.
In his own words: “A good script comes in all shapes and sizes. Sometimes the great idea is hidden amongst a bunch of rewrites, and you have to help remind everyone what it was that got everyone excited in the first place. And every now and then, one comes in fully formed and ready to go. But in its very simple form, I love scripts that make you feel something rather than tell you something. I’m a feelings junky. Anything that gives me the feels. Thrills, chills or belly laughs. Ideas that persuade rather than promote. I love storytelling.”
Keith's exceptional ability to connect with people and adeptly direct non-actors has led him to helm projects featuring sports legends like Beckham, Messi, De Bruyne, Lukaku, and Pogba. His talent lies not only in capturing their prowess on screen, but also in eliciting authentic performances that resonate with viewers.
Furthermore, Keith's films often showcase exhilarating stunts and action-packed chase sequences. These elements serve as powerful storytelling devices, injecting excitement, suspense, and entertainment into the brand narrative. Keith's affinity for such scenes stems from both their narrative utility and his own affinity for the fast-paced energy of life, eagerly embracing each new chapter as it unfolds.
“In the microcosm of the advertising world, I see people fed up with the status quo. A feeling that, without some fresh thinking and some fresh visuals, we cease to exist. Chaos as a rule breeds energy. Under the surface of all the things going on, I see a vibrancy of ideas just waiting to emerge.”