AI-ASSISTED PRODUCTION
AI-assisted campaign production and social-first motion storytelling from concept to execution. Directing generative AI, platform-native storytelling, and automation workflows to accelerate delivery and scale high-volume multi-platform content while maintaining premium brand standards and creative consistency.
INTELLIGENT CONTENT WORKFLOWS
& CREATIVE COORDINATION
AI Strategy, Briefing & Audience Insight
Using AI-assisted research, audience insight, and platform trend analysis to shape scalable social-first campaigns. Working with specialist intelligence teams using NIQ and Vizit to enable audience prediction, concept de-risking, faster alignment, and more informed early-stage creative decision-making.
AI-Powered Ideation & Visual Development
Developing campaign concepts, social hooks, scripts, motion territories, and visual prototypes through AI-assisted workflows. Tools including ChatGPT and Midjourney enable rapid ideation, accelerated iteration, stakeholder alignment, and consistent high-level art direction and brand output.
Generative Motion & AI Content Production
Integrating AI tools including Adobe Firefly, Google Imagen, Runway, and Google Veo into motion pipelines to generate image-to-video sequences, concept films, and scalable social content. Combining generative systems with creative direction to reduce production overheads and accelerate high-quality output.
AI-Driven UGC, Creator & Localisation Systems
Using AI tools including CapCut, ElevenLabs, Arcads, and Artlist AI to create scalable creator-style content and synthetic UGC, enabling rapid variation, influencer-style formatting, multilingual adaptation, and faster cross-market deployment across performance channels.
AI-Assisted Social Motion & Platform Editing
Delivering mobile-first motion editing using Premiere Pro, After Effects, Descript, and Adobe AI workflows, including auto-subtitling, auto-reframing, transcription, and AI-assisted hook editing. Streamlining repetitive tasks to increase efficiency and scale high-volume social output.
Automated Asset Scaling & Creative Adaptation
Designing modular campaign systems and automation-assisted templates across Figma and Celtra AI-enabled ecosystems to scale social creative. Using AI features such as intelligent layout generation, auto-resizing, and format adaptation to enable fast, consistent rollout across platforms.
AI-Enabled Creative Production
Operating within connected AI-enabled production ecosystems supported by specialist teams across intelligence, media, governance, and enterprise systems. Collaborating with external platforms and infrastructure partners while focusing on translating system outputs into creative direction, motion, and campaign execution.
Distribution
Vertex AI AI-driven workflow coordination connecting data signals, creative logic, and production pipelines into structured campaign systems and agentic execution flows.
Activation & Delivery
Meta Ads, Google Ads, Programmatic Platforms and AI-driven distribution systems enabling dynamic creative optimisation (DCO), real-time delivery, and multi-variant testing across paid social and digital environments.
Brand Safety & Compliance
CreativeX, Clarifai, Content ID AI-assisted compliance, brand safety, asset tagging, and content governance ensuring consistency, legal integrity, and scalable production control.
Performance Feedback
Performance data from Meta, Google, and programmatic systems feeding back into creative and strategic development to refine ideation, targeting, and production efficiency across future campaigns.
EXPEDIA — MARTECH & PRODUCTION TRANSFORMATION
Acted as a creative consultant within a future-state assessment of Expedia’s global marketing and production ecosystem as part of a wider Omnicom Group engagement alongside agencies including Critical Mass, Credera and Annalect.
Evaluated how brand, performance and content production operate across a complex global organisation. Analysed regional workflows, CRM, performance and content systems (including DAM and automation tools) to identify fragmentation and explore opportunities for improved alignment, consistency and clarity across global campaign delivery.