Written by: Brett Macfarlane
James saw opportunity where you least expected it. One time a couple days after a campaign we worked on together was awarded a Cannes radio lion I went to see James about a :10 station announcer read. Basically the equivalent of asking Frank Gehry to design a dog house… but that day James was the only one around.
Naturally I was a little sheepish and embarassed briefing him on such a project and kept apologizing. In response he said, “Hey man, stop apologizing, you can make anything a creative opportunity if you look at it the right way.” Sure enough, a short while later he came back with a read that was more than just a well written announcer line, but an announcer line with an idea to it. It was just a small moment of brilliance that garnered no widespread praise, but to me really exemplified his professionalism in addition to his creativity.