Director José M Norton, aka Norton Director, embarked on his career in post-production, editing commercials for brands like MTV, Mercedes, L’Oreal, Kia, and Coca-Cola. His early affinity for visual effects (VFX) led him to master After Effects during his teenage years, applying these skills to music videos, commercials, shorts, and features. His post-production background provided a solid foundation for crafting visually innovative films.
José's breakthrough came when he directed an unofficial music video loaded with VFX, featuring possessed shoes, which won awards and captured the attention of influential filmmakers. This catapulted him into the L.A. music video scene. With a production company signing, he left his full-time editing job for a Hollywood adventure.
In his music video debut, he earned titles like "Top New Director" and garnered recognition at festivals like SXSW. Ironically, a Vimeo Staff-picked video for rapper Danny Brown, known for his affinity for cannabis, opened doors to his first commercial project—a weed PSA. José's career flourished with a viral Nike commercial starring Neymar Jr. and collaborations with global brands, all while his passion for VFX and their narrative enchantment remained unwavering.