"The hallmark of good advertising is emotional impact," says John Crossley, whose combination of editorial and compositing skills has given him keen insight into what works in contemporary advertising. "Elaborate effects without heart leave people cold. When I feel the heart in a project, I know the spot is working."

Crossley has editing in his blood. His grandfather, Jerry Webb, was 20th Century Fox’s head editor for 35 years, and it was under Webb’s tutelage in the early ’80s that Crossley began his career while still a student at the University of Southern California.

Crossley went on to earn a reputation for his skills as an online effects editor. In 1987, Editel/S.F. brought him from Los Angeles to join their staff, where he became their top-billing commercial editor. In 1991, Crossley partnered with fellow Editel associates Bob Frisk and Lisa Hinman to start Phoenix after Editel was destroyed by fire.

Crossley’s credits include commercials for such top agencies as Goodby, Silverstein & Partners, Hal Riney & Partners, Venables, Bell & Partners, Black Rocket, and DDB. As Phoenix’s online editor, his mastery of special effects editing and color-correction can be seen in nearly all of the company’s work.