[5][6] His early aspirations were to become an athlete but while still in high school he began to seriously pursue filmmaking as a career by enrolling in a TV production class and spending his downtime reading Final Cut Pro manuals.
[5] He enrolled in Ryerson University's filmmaking program where he made a short film "BLINK" which won the TIFF Student Showcase.
His commercial projects include spots for Airbnb, Apple, Bose, Budweiser, ESPN, Facebook, Google, Heineken, Major League Baseball, and Samsung.
The music video is mostly a fictional interpretation of scenes Jay witnessed while visiting Baltimore in the aftermath of protests over the death of Freddie Gray.
"[13] "River" was shot mostly with a Canadian crew, including cinematographer Chayse Irvin, who also worked on Beyonce's Grammy-nominated music film "Lemonade.