Keith McCarthy - Sport

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 commercial work, evident in campaigns for global giants such as Nike, VW, adidas, Subaru and Coca-cola.

In his own words: “... a good script comes in all shapes and sizes. I’m a feelings junky so anything that gives me the feels. Thrills, chills or belly laughs. Ideas that persuade rather than promote. I just 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.

Keith has previously been with 4 Creative, Stink and Object & Animal, his work has been recognised by BAFTA, D&AD, British Arrows and Cannes Lions.