In 2012, he founded So It Goes, the independent arts and culture magazine and creative studio, where he has conceived and led editorial projects featuring Cate Blanchett, Greta Gerwig, Cillian Murphy, Tilda Swinton, Mark Ruffalo, Jessie Buckley, Jeremy Strong, Adam Driver, Margaret Qualley, Amy Adams, Phoebe Waller-Bridge, Lakeith Stanfield and Carey Mulligan among others.

His commercial practice spans creative direction, photography, editorial strategy and film, bringing together cinematic image-making, cultural intelligence, talent outreach and a distinctive editorial sensibility. Before founding So It Goes, James worked in American politics and independent film, including Barack Obama’s presidential campaign.

Working in the UK and internationally.