He has made commercials for Budweiser, McDonald’s, AT&T, Ford, Sprite, and Miller Beer. One of his most popular commercials aired during the Super Bowl for Pepsi and featured a young boy sucking himself into a Pepsi bottle. The first film West directed was Con Air in 1997. He has also directed The General’s Daughter, Lara Croft: Tomb Raider, When a Stranger Calls, The Mechanic, The Expendables 2, and Stolen. As a producer West was also the executive producer on Black Hawk Down, Purple Mountain, and for 13 episodes of the TV series Keen Eddie. Simon married Amadea West in 1995.