No matter what medium or genre James R Petix is working with he believes that story come first. From Super Bowl ads to music videos, to viral videos and feature documentaries James is known for being able to communicate complex ideas clearly to a wide audience.
James started his career working at the in-house production team at Leo Burnett in Detroit creating campaigns, commercials, viral videos. He's since done the same in Los Angeles for 72andSunny, BBH and 180LA.
In 2000 James traveled to Tokyo to document the city's underground rock and roll scene for the short documentary TOKYO BELOW. His first feature, 2009's IT CAME FROM DETROIT, followed the rise and fall of the Garage Rock scene in Detroit that spawned the White Stripes. He's also created documentary-style ad campaigns for brands such as Apple, Time Warner Cable and Hyundai.
A member of the AICE, James has worked at Ringside Creative/Cutters in Detroit and Beast and Arcade Edit in Los Angeles cutting commercials and viral videos for brands such as Google, Target, GM, Chrysler, Ford, Hyundai, and Kellogg's.