James Fitzgerald is an Irish commercial director with a knack for finding the extraordinary in the everyday. His work blends cinematic visuals, grounded performances, and seamless visual effects to create films that feel both ambitious and deeply human. A master of balancing sharp comedy with heartfelt emotion, and just the right touch of darkness, James crafts bold, character-driven stories packed with wit, warmth, and unexpected visual ideas.
Whether it’s a 30 second commercial or a short film, he’s drawn to honest stories that entertain first. From elevated performances to invisible VFX that make the impossible feel believable, every creative choice is in service of the story, leaving audiences with something memorable long after the film ends.
Never one to stand still creatively, James is also the founder of Rex Machine, his AI playground where he experiments with emerging filmmaking tools, develops and explores how technology can unlock more imaginative storytelling rather than replace it. That curiosity and willingness to push boundaries keeps his commercial work feeling contemporary, surprising, and impossible to ignore.
Alongside his commercial career, James is a multi award-winning writer and director whose narrative work has been recognised internationally, including an Academy Award long-listing, multiple RTS Awards, two IFTA nominations, and selection as one of Europe’s Ten New Filmmakers to Watch at Karlovy Vary.
