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Keith McCarthy joins Pulse
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McCarthy has joined the global roster at Pulse, bringing with him a signature blend of cinematic storytelling, sharp humour, standout casting, and high-energy filmmaking.
Multi award-winning director Keith McCarthy has joined the global roster at Pulse, bringing with him a signature blend of cinematic storytelling, sharp humour, standout casting, and high-energy filmmaking.
With a background in screenwriting, McCarthy brings a deep understanding of structure, pacing, and tone, both comedic and emotional, that elevates every frame, whether it's a stylised 30-second spot or a longer-form narrative campaign. His work has been recognised by BAFTA, Cannes Lions, D&AD, and the British Arrows, marking him as one of the most versatile talents in the commercial world.
McCarthy’s reel includes work for major global brands such as Nike, Volkswagen, Adidas, Subaru, and Coca-Cola, consistently delivering visually distinctive work anchored by a strong directorial voice. From awkward, absurdist humour to cinematic tension, he demonstrates an exceptional knack for tonal control and performance direction.
While known for his comedic edge, McCarthy’s style is not limited to laughs. His work thrives in the space between humour and feeling, where characters resonate and creative ideas leave a lasting impression. His sense of movement and energy brings an unmistakable kinetic flair, particularly in stunt-led or high-physicality sequences, without ever sacrificing narrative clarity.
In addition, McCarthy has directed campaigns featuring some of the biggest names in sport, including David Beckham, Lionel Messi, Kevin De Bruyne, Romelu Lukaku, and Paul Pogba. His previous experience on the agency side lends him a collaborative sensibility, he leads with a clear creative vision while remaining deeply in tune with the process and people involved.
“I’m into big ideas that probably shouldn’t work but somehow do,” said McCarthy. “I’m always on the hunt for stylised, ambitious, slightly unhinged comedy with a cinematic finish. That’s my thing. I love shooting funny in a way that feels big, beautiful and oddly emotional. Pulse got that straight away. Great taste, great people, and the kind of creative energy that makes you want to get out of bed early. It just clicked. I’m properly excited for what’s next.”
Jamie Walker, Managing Director at Pulse, added: “Keith’s work hits that rare intersection, cinematic, emotionally intelligent and tonally razor-sharp. He brings real range from kinetic, large-scale productions to smart, brilliantly cast, performance-driven storytelling. We’re thrilled to have him on board.”
