James F. Coton is a renowned director whose kinetic style and global sensibility attract brands aiming to tell stories that move—with meaning and momentum.

Heavily influenced by Japanese video games, cutting-edge technologies, and the rise of Hip Hop in the 80s, James has an inherent appreciation for the ever-evolving landscape of innovation and cultural movements. His signature use of fluid camera work and bold composition elevates both performance and product, resulting in films that are visually striking and emotionally resonant. He’s led campaigns across the globe for brands like BMW, Mercedes, Porsche, Volkswagen, T-Mobile, and Lexus—consistently pushing creative boundaries and delivering high-end storytelling with a fresh point of view.