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Sibling Rivalry welcomes director James F. Coton
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Coton's work is instantly recognisable for its vibrant colour palettes, expressive transitions, and emotionally charged compositions.
Sibling Rivalry is proud to announce the signing of director James F. Coton, bringing his dynamic, visually kinetic storytelling to the creative studio’s acclaimed directorial roster.
Renowned for his striking visual style that fuses pop culture, anime influences, hip-hop energy, and cinematic precision, Coton has carved out a signature approach built on movement, rhythm, and elevated design. His work is instantly recognisable for its vibrant colour palettes, expressive transitions, and emotionally charged compositions.
“Every film needs to look beautiful, but also feel alive,” says Coton. “I think I was part of the first wave of directors to push that kinetic, visually-driven style you see now, and I’m still evolving it.”
Starting his career by co-founding a branded content and documentary-focused production company, Coton is a self-taught editor and storyteller who quickly transitioned into commercial directing. His reel includes standout work for BMW, Porsche, Lexus, Mercedes, Lamborghini, and other leading global brands, particularly in the automotive space, where his kinetic storytelling and sleek visual language have set new benchmarks.
“I always try to really understand who the car is for, then find new ways to make it stand out visually without losing respect for its design,” he says.
Coton’s creative influences are as eclectic as his background, rooted in 1980s and 90s American television, Japanese manga, and hip-hop culture. These reference points have shaped a directing style that feels both nostalgic and radically contemporary.
“That mix of anime aesthetics, hip-hop boldness, and cinematic storytelling shaped my voice as a director,” Coton adds. “Sibling Rivalry’s ambition and energy match mine, and I see incredible potential for growing my work in the U.S.”
At Sibling Rivalry, Coton will continue to build on his automotive legacy while also expanding into emotionally driven storytelling and visually rich, genre-defying work across all formats.
“James is a force a director with a signature style that blends raw energy, visual innovation, and a deep respect for craft,” says Darren Foldes, Partner at Sibling Rivalry. “His ability to shape narrative through movement and rhythm makes his work stand out in any medium. We’re thrilled to have him join Sibling Rivalry.”
