Josh believes a commercial is an opportunity to tell an engaging story that moves people.
He blends narrative and documentary styles to create authentic and emotionally rich spots that people connect with. In a world where we are inundated with heavily curated images, Josh provides an honest and unfiltered glimpse into real people’s lives. The latest commercial Josh wrote and directed, for Red Rose Tea, is about a young woman seeking her father’s acceptance. The response to the spot has been overwhelming, with thousands of tweets and posts from people who were moved by the woman’s story.
After graduating from the USC Film School, Josh started out directing uplifting documentaries for brands like Reebok, Asics, Foot Locker, and Shure Microphone to name a few. He transitioned to narrative spots by writing and directing a commercial for Hallmark about a single mom who works two jobs to help her daughter pursue her dream of going to college. The commercial tested extremely well and was the centerpiece of their National Mother’s Day campaign.
Josh, who was born in a small town in Texas and grew up in San Diego, credits his early life experiences in a home where his parents raised foster children with shaping his view of the world. “It taught me to empathize and understand people whose backgrounds are very different than mine. Every person has a unique and powerful story worth telling,” he says.
(partial list) REEBOK, FOOT LOCKER, HALLMARK, BROOKE BOND RED ROSE TEA, FACEBOOK, HSBC, SHURE MICROPHONE, US CHAMBER OF COMMERCE, SHELL, LIBERTY MUTUAL, COCA-COLA, QUICKEN LOANS, GMC