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James' directing career started with a Super 8 camera forcing his family to act out scenes of anger and boredom on each other, his fate was soon sealed as a director. The work is noted for its quirky, clever and progressive approach. The Radiohead Video for House of Cards received a Grammy nomination and was awarded a Yellow Pencil at the D&AD's in 2009. He was a recent winner of the 2010 MVA for best video of the year for his OK GO video.