​CREATIVE DIRECTION, AI-ASSISTED DESIGN & MOTION CRAFT
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Directing premium visual design, high-end social motion, and sharp campaign concepts. Keeping creative taste and brand standards at the very centre when working with AI—using creative software to effortlessly speed up production and multi-platform delivery.
INTELLIGENT DESIGN SCALING
& CREATIVE TOOLKITS
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The Production Strategy:
Structuring adaptive, automated design templates that combine data insights, layout scaling, and strict quality control from start to finish. Moving workflows away from single, basic prompts into smart, automated asset toolkits that seamlessly protect brand aesthetics across every deliverable.
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The Creative Development Workflow:
Leading the initial concept creation and narrative styling within a multi-discipline studio structure. Experienced navigating digital pipelines where data teams first use predictive AI and data tools to extract insights and strategy that inform the brief, allowing me to drive the creative phase—using Midjourney, Adobe Firefly, and ChatGPT for ideation, creative territory mapping, storyboarding, visual exploration, and script development.
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I craft the motion and social assets using Premiere and CapCut, and design the layout templates in Figma and Celtra, before specialised data and media teams take over to handle the final AI-driven compliance reviews, campaign distribution, and automated testing.
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​The Creative Variation Toolkit:
Pre-producing a diverse matrix of visual hooks, copy variations, global logo treatments, and animation loops designed to support automated content tagging and real-time audience testing. By delivering this rich toolkit of high-craft assets straight into a centralised Content DAM, the surrounding media ecosystem can smoothly optimise delivery and scale campaign performance across international networks.
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INTELLIGENT CONTENT WORKFLOWS
& CREATIVE COORDINATION
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Creative Production Frameworks:
Operating as an expert design collaborator within a modern creative ecosystem, translating raw data and initial brand strategy into structured, scalable campaign outputs. Navigated an intricate production pipeline that connected initial audience insights with automated layout engines, acting as the central visual designer across the collective agency workflow.
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The Production & Execution Layers:
Retained deep hands-on mastery over the ideation, expansion, motion, and asset creation phases. Utilised ChatGPT, Midjourney, and Adobe Firefly for commercially safe concept prototyping; directed automated After Effects (Sensei), Descript, and CapCut workflows for high-velocity social hooks and loops; and designed modular templates inside Figma and Celtra for automated multi-format layout reflow and multi-language localisation.
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The Cross-Team Collaboration:
Preserved a comprehensive, high-level operational understanding of the technical infrastructure surrounding the creative studio. Coordinated with specialised cross-functional teams managing Vertex AI orchestration logic, downstream performance optimisation engines on Meta and Google, automated CreativeX brand-safety compliance checks, and central asset management across Adobe Experience Manager pipelines.
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EXPEDIA & PRODUCTION ARCHITECTURE
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The Ecosystem Assessment:
Operated as an embedded creative consultant within an integrated Omnicom Group network team—collaborating with Credera strategists, Annalect data specialists, and Critical Mass technologists to evaluate Expedia’s international production ecosystem. Conducted deep-dive stakeholder interviews across creative and operational teams to analyse regional content delivery, helping shape a forward-looking assessment to implement Critical Mass's ArtBotAI system, shifting the model toward automated layout production to reduce manual human workflows.
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The Creative Optimisation:
Evaluated global digital library architectures, website frameworks, and automated email layouts to isolate visual inconsistencies between regional studios and performance marketing channels. Highlighted critical execution gaps and production friction across international consumer touchpoints, delivering strategic roadmaps to safeguard uncompromised design quality across web, app, and lifecycle feeds.
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The Content Automation Blueprint:
Brought extensive creative knowledge of template automation software, visual asset tagging, and central DAM setups to the discovery process. Pioneered next-generation pilot concepts aimed at unifying global content production, successfully reducing cross-regional asset duplication while supporting a highly scalable, visually coherent marketing delivery system.
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CREATIVE TECHNOLOGY
& EXECUTION TOOLS
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A modern content toolset deployed to elevate digital storytelling and streamline production output.
AI-ASSISTED IDEATION & DESIGN
Harnessing creative AI to advance visual exploration, conceptual scripting, and multi-variant campaign layouts. Utilising Midjourney for conceptual texturing alongside Adobe Firefly and Photoshop Generative Fill, this approach pairs human artistic direction with smart tools to rapidly build commercially safe visual prototypes.
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SOCIAL, MOTION & SCALE
Translating core concepts into dynamic short-form video formats, seamless animation loops, and automated layout templates. Combining After Effects and Premiere Pro with intelligent CapCut editing features, Figma design toolkits, and Celtra frameworks to execute rapid auto-resizing, instant text-hook creation, and automated motion localisation across international feeds.
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PRODUCTION WORKFLOWS & INTEGRATION
Structuring forward-looking studio processes to clean up digital asset delivery pipelines and unlock creative team output. By embedding intelligent design templates into central Content DAM systems, international campaign variations scale smoothly while absolute visual craft and brand guidelines are effortlessly preserved.
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