Christian (CJ) JAMES
CJ is a commercials and film director known for vibrant visuals and playful performances across commercials, branded content and long-form ad series.
His work spans sports, lifestyle, kids and product campaigns, with recent projects for major brands including DFS, Xbox, HPE, Estée Lauder, Haribo, Cancer Research, Manchester United, Crystal Palace FC and Wimbledon LTA. CJ is recognised for creating performance-led work that feels energetic, optimistic and human, balancing cinematic craft with a strong instinct for character and rhythm.
In recent years, CJ has become particularly adept at directing mockumentary style comedy — work that leans on collaboration, improvisation and strong ensemble performances. His approach often involves workshopping actors and shaping scenes collectively, allowing natural moments to emerge before capturing them with multi-camera setups. This process has led to a growing body of comedy / faux doc’ work that feels authentic, controlled and tonally precise.
Alongside this, CJ continues to direct sports and lifestyle campaigns that foreground movement, camera craft and visual storytelling. With over 15 years’ experience in these spaces, he is comfortable working instinctively — improvising where needed, embracing the unpredictability of sports schedules, and crafting performances with everyone from BAFTA- and Oscar-winning actors to first-time child performers. His work remains broad in scope, but always rooted in performance, humour and human connection.
When not doing all the above, you’ll find CJ surfing the south coast of England with his family.