Award-winning director Keith McCarthy has joined Pulse’s global roster, bringing his signature mix of cinematic storytelling, sharp humour, brilliant casting and high-energy filmmaking.

With a background in screenwriting, Keith McCarthy's reel spans major brands like Nike, Volkswagen, Adidas, Subaru, and Coca-Cola, where he’s consistently delivered visually distinctive work. His music-based projects came fairly early in his career, with videos for Florence & The Machine and Andreya Triana.

With a deep understanding of structure, pacing, comedic and emotional tone - skills that underpin everything he directs from stylised 30-second spots to longer-form narrative campaigns - his work has earned recognition from BAFTA, Cannes Lions, D&AD, and the British Arrows.

He is also known for his intuitive work with some of the biggest names in sport, including David Beckham, Lionel Messi, Kevin De Bruyne, Romelu Lukaku, and Paul Pogba. Behind the camera, his experience on the agency side has given him a strong collaborative instinct, as he understands the process and knows how to lead the vision while bringing everyone with him.

“Keith’s work hits that rare intersection - cinematic, emotionally intelligent and tonally razor-sharp," says Pulse MD Jamie Walker. "He brings real range from kinetic, large-scale productions to smart, brilliantly cast, performance-driven storytelling. We’re thrilled to have him on board.”

Keith McCarthy adds; “I’m into big ideas that probably shouldn’t work but somehow do. 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.”

• Watch Keith McCarthy's showreel at Pulse here