Some thoughts on the future use of AI within production and how it is not a threat to creativity.
'I don’t believe AI can replace one specific human skill: critical thinking. Production requires humans to ask questions, to be creative and evaluate outcomes.'
The launch of UNIT9’s new division dedicated to the attractions market.
Attractions by UNIT9 is your go-to partner for visitor-centric projects that reset sensorial expectations across museums, cultural institutions, architecture, retail, theme parks and other location-based entertainment venues.
Supercharged by the transformative power of technology, our experiences transcend the physical and digital to drive attendance, make places famous and turn guests into lifelong fans.
I have been responsible for the brand design, showreel and the ongoing creative direction for this exciting new division.
A piece I wrote that explores what creatives should consider when crafting stories for the Metaverse era - from combining live content with collective viewing, to exploring non-linear narratives in the virtual space and enabling users to become the protagonist of their own experience.
ASICS Eternal Run:
The Cannes Lion Grand Prix is the most prestigious award in the advertising industry and it was an honour to receive one for ‘ASICS Eternal Run’. The project also picked up a DandAD pencil and won gold at the Drum marketing awards.
It was an incredible project to have directed with an absolutely amazing team by my side. Proud of us all for achieving such a feat.
Skillshare is an online learning platform with thousands of classes for creative and curious people.
‘UX for Physical Experiences and Experiential Marketing’ is a 12 part course I produced to share my knowledge of what I have learnt over the years.
It looks at best practices and what I see as the key pillars of thinking required to design engaging and rewarding experiences in a physical space.
The Evolution of the Digital World 1990-Today
Rob Ford has been heading up ‘The FWA’ for more that two decades. In this book he looks back at some of the best online experiences created. There are quite a few I worked on during my time at B-REEL, including: Google WebLab and Mind Scalextric.
Voice-activated speakers at hellish event
An article I wrote that discusses my thoughts about non-linear narratives - a pivotal theme in my work. It looks at how the rules of traditional storytelling have been broken throughout history and how technology is innovating narratives.
An interview for the the Aesthetica Film festival where my film ‘The Deep’ was screened.
A User's Manual
'Graphic Design: A User's Manual' by acclaimed graphic designer and writer Adrian Shaughnessy. A fantastic book that covers the many aspects of graphic design. The chapter about motion design features my short film ‘The Mast’.