New Zealand Director Gary John has signed to production company Photoplay and there’s no talk of Hobbits or sheep anywhere.

John’s quirky sensibility has made him a sought after director on campaigns for brands including Air New Zealand, Coca-Cola, Burger King, Sanitarium, Tiger Beer, Canon and Mother.

His quirky directorial style can be seen in these TVCs:

John said he was initially attracted to Photoplay’s no bullshit approach. “Aside from having built up a really strong roster of directors with a solid creative reputation, the Photoplay team has never once mentioned Hobbits or sheep in any discussions we’ve had… this was an instant attractor,” he said.

“I think it’s important to have like-minded people around you and Photoplay’s work speaks for itself. They obviously has the right support in place for comedy directors and have a great understanding of the complexity of the process.”