Keith McCarthy is a British commercial director whose work blends sharp comedic instincts, cinematic scale, and performance-driven storytelling. With formal training in screenwriting for film and television, McCarthy brings a structural sensibility to every frame. He spent seven years at 4Creative, Channel 4's in-house agency, directing on-air campaigns including a Grand National spot featuring 20 horses stampeding through Liverpool streets with four truck-mounted cameras and 60 hidden GoPros. His commercial reel spans Nike, Coca-Cola, Adidas, Volkswagen, Subaru, Channel 4, Experian, Budweiser, Persil, and Tuborg. McCarthy has directed global athletes including David Beckham, Lionel Messi, Kevin De Bruyne, Romelu Lukaku, and Paul Pogba, as well as John Cena in an Experian singing spot. His work has earned recognition from BAFTA, Cannes Lions, D&AD, and British Arrows. McCarthy describes his creative interest as "stylized, ambitious, slightly unhinged comedy with a cinematic finish," aiming to shoot humor in a way that feels large, beautiful, and unexpectedly emotional. He draws natural performances from both A-list talent and first-time faces, working in the space between humor and feeling where character depth and tonal control leave lasting impressions. Currently working with Pulse Films globally and DOBRO in Poland/Europe, McCarthy is based in Bath, England.