Josh Cohen is a British commercial director who moved from acting into skate videos, nightlife videography, festival films and fashion films before advertising. His first major TVC, a Heinz spot with creatives Jen & Oli, shifted him into performance- and character-driven work. He has directed for McDonald’s, Just Eat, Doritos, 7UP, adidas, Samsung, HoneyBook, Netflix, Google, Citi, IBM, Casper and others. Signature projects include a Just Eat sponsorship activation inside Netflix’s Squid Game (with the giant doll Young-Hee and tongue-in-cheek customer reactions), HoneyBook’s campaign on bad client flow, McDonald’s “Power Peel” (with Framestore VFX), Super Bowl spots featuring Gordon Ramsay for Next Level Chef, and Pika’s “AI Selves,” included in Shots Best of February 2026. He has also worked with David Beckham. Cohen self-shoots extensive pre-viz to lock ambitious camera moves, transitions and comedic beats for 30- and 60-second formats, and casts relatable faces with charm so surreal or heightened scenarios stay accessible. Coverage cites purposeful camera motivation, dynamic camerawork, vibrant production design and sharp comedic timing. He is listed with Spy Films (Canada/global) and has been working with Object & Animal (UK/US/NL/ROI) and OB Management.