John has been writing concepts and directing music videos for more than four years. During this time, he has worked with a diverse array of acclaimed artists and groups, including Ricky Skaggs, Anthony Evans, Avalon, Selah, Rebecca St. James, Paul Baloche, David Phelps and Paul Overstreet.
John focuses heavily on the conceptual phase of each production, working with artists to breathe life into their performances and to convey the unique message and emotions they visualize for each song. John believes deeply that every production “has to tell a story and that story has to have meaning” to reach the audience and create a viewing experience. From the conceptual phase to the video’s final edit, John remains focused on realizing the artist's unique vision for each song while introducing his own unique out-of-the-box thinking to the mix.