Director John McCabe aka SWELL, is a New York based Director/DP and is one of the premier tabletop DPs in the country. His drive to deliver each stunning frame of footage through beautiful composition and movement regardless of live action or tabletop is a through line that is distinct in his body of work.
Starting out as a still photographer and shooting for many top brands, he fell in love with the nuances of tabletop photography and storytelling through images.
As a natural progression into the film world, McCabe has become a sought after collaborator and has traveled extensively. McCabe has found a strong aesthetic within the food and lifestyle world, capturing visuals with strong emotional impact in a unique natural style.
He was Michael Schrom’s lighting director for over a decade solidifying his craft within the tabletop art form.
Whether in the studio or across the world, his creativity and passion shines through - finding solutions within efficient production environments.
McCabe’s career has spanned across many incredible projects as a cinematographer and director. With clients like; Carl’s Jr, Cheerio's, Friendly's, Post, Autism Speaks, Pepsi, Soma, Max Factor, Revlon, Met Life, Goya Foods, Ralph Lauren, Coach, Kohls, David Yurman, Johnson & Johnson, Samsung, Tostito's, Whirlpool, Marc Weldon, Phillip Lim, Hershey's, Walmart, Jimmy Dean, Lactaid, Kellogg's, Hungry Jack, Johnny Walker, Strongbow Cider, Coors Light, Johnny Appleseed.