Equally at home choreographing a big commercial set as he is travelling around Pakistan with Imran Khan, has revelled in adapting his work as the industry has changed although his stylistic swagger has remained constant. He has won several awards, including three Cannes Lions, and still makes time for personal projects too.
Finlay is well-known for taking an obsessive interest in how his shoots are lit. He uses lightning as an extra actor in the scenes he directs for clients like Nike, Channel 4 and Johnnie Walker. He likes to capture the spontaneous, random and unpredictable moments that happen between the lines of his meticulous creations. He throws himself into research before every job, and crafts his creative vision around reinterpreting a wide range of influences and inspirations.
Clients include Absolut, Bloomsberg Businessweek, Carlsberg, Diesel, Harrods, Johnnie Walker, Lavazza, The New York Times Magazine, Nike, Time Magazine, Vanity Fair, Vivienne Westwood, US Vogue and The Washington Post. His work was exhibited in The National Portrait Gallery Road to 2012, Stories Behind the Olympic Games.