Director’s Brief: 10 Questions with James Chappell @ Clockwork Films
Director’s Brief is a new Q&A series from Campaign Brief that shines a spotlight on the broad mix of talent shaping Australia and New Zealand’s commercial directing scene. In this next edition, we put 10 questions to James Chappell, a two-time ARIA Award-winning director, represented by Clockwork Films across Australia and New Zealand.
Sum up your directing style in three words?
Quirky. Playful. Catching.
Was there a specific ad that made you think, “I want to do this for a living”?
Guinness – Paint the Town Black by Daniel Wolfe. The sheer atmosphere and visual storytelling in that spot are incredible—incredible grand locations and authentic casting shot in Eastern Europe. It all comes together so poetically and just has an inventive wow factor that is unforgettable. It captures the kind of cinematic scale I strive for in my own work.
What’s your all-time favourite ad?
Tooheys Extra Dry – Tongue. The sheer creativity of that ad is unmatched—it’s bizarre, unexpected, and brilliantly executed; a guy’s detached tongue walking on the grimy streets to a house party at night, in search of an ice cold beer. It definitely influenced my approach to Like Michael Jackson, especially with the haunted walking MJ glove being used as a surreal, character-driven element. Shout out to legendary director Garth Davis.
In your experience, what’s the secret to a smooth director-agency-client vibe?
Trust and clarity. Everyone needs to feel heard, but the best results happen when there’s mutual trust in the vision. Also, keeping the process collaborative, not combative— treating feedback as fuel rather than friction. I also think listening to everyone and trying to push back softly and kindly at the right times is key if it’s going to improve the final outcome. At the same time, knowing when to let go is just as important—sometimes, when you’re aligned with the agency and the client won’t budge on something, you have to pick your battles and focus on the bigger picture.
Where do you go (or what do you do) when you need to recharge your creative batteries?
Travelling, swimming in bodies of water, and eating a load of food in different countries. Stepping away from screens and into tangible places, whether it’s the ocean or a different city, always resets my perspective. Berlin has always been a place I’ve visited for inspiration—it’s so different from Sydney. I love the nightlife, its freedom of expression and the vibrant music scene there… however, I’ve also now done it to death and looking for different up and coming places like Tbilisi, Georgia or Kyiv (prior to the war). That war breaks my heart for the Ukrainian people, as Kyiv was definitely on the up and up culturally. A lot of the VFX artists I used were from Ukraine so to see that industry wiped out by the Russian invasion enrages me to no end. I feel greatly for them!
Ever had a happy accident on set that turned out to be a game-changer?
Absolutely. On Shelly, Gary Sweet’s ad libbing had a raw, unscripted authenticity that made the scene even better – he is hilarious. Sometimes the best moments happen when you let your well casted actors bring magic to the table.
What’s an up-and-coming trend in commercial filmmaking you’re pumped about?
Brands embracing bolder, less traditional storytelling. There’s a shift towards ads feeling more like short films—more abstraction, more emotion-driven narratives. That’s really bold and exciting if brands can take those chances.
If you could direct a dream ad for any brand, which one would it be?
Nike or Apple. Both brands have a history of pushing the boundaries of what an ad can do—whether that’s spec ads, music videos, or shorts.
Also, Coca-Cola or Pepsi—I think they need a cool, big new ad with lots of movement, epic-scale party vibes!
What’s the best advice you’d give to someone trying to get into directing ads?
Make things. Don’t wait for permission. The best way to get work is to show what you can do—whether that’s spec ads, music videos, or shorts. And always bring a point of view. Stay hungry and busy!
What are your top 3 ads you’ve directed?
View James Chappell’s reel here.
To discuss working with James Chappell in Australia & New Zealand, please contact: Aborah Buick – aborah.buick@clockworkfilms.tv or Tim Costar – tim.costar@clockworkfilms.tv