CREATIVE AI & SCALABLE CONTENT SYSTEMS
Creative direction, storytelling and scalable content powered by AI-assisted workflows.
Helping brands and agencies explore where AI can genuinely enhance the creative process — from strategic thinking and concept development through to visual exploration, motion and production.
Combining Gemini, Adobe Firefly, Midjourney, Runway and ElevenLabs with creative strategy and craft to develop campaigns, brand worlds and content systems that are faster to explore, easier to scale and built for modern audiences.
SAMSUNG — MAKING EVERYDAY INTELLIGENCE HUMAN
AI-Powered Home Appliance Campaign
Transforming Samsung’s AI-powered appliances into human-centred stories that show how intelligent technology improves everyday life.
As Creative Director within the HH Global team, I developed the creative platform, storytelling approach and social campaign system for a pan-European launch spanning hero film, five product-led social films and scalable assets across 16 markets.
Using AI-assisted workflows, I explored concepts, storyboards and visual directions while combining emerging technology with traditional creative production to create premium, localisation-ready campaign content.
BASE360 — AI THROUGH HUMAN STORYTELLING
Making complex AI technology understandable and engaging.
Transforming a complex AI platform into a premium, human-centred social campaign through cinematic storytelling and AI-assisted visual development.
Developed the creative concept, art direction and motion approach, combining AI-assisted visuals, voice and cinematic editing to communicate the value of automation without relying on traditional software demonstrations.
The project explored how AI could accelerate the creative process from strategy and storytelling through to visual development and final social content.
FLIGHTSTORY — HUMAN-LED BRAND WORLDS WITH AI
Exploring how AI can expand a human story into a scalable brand world.
Developing the visual language, motion approach and scalable creative framework for a new brand proposition.
Using AI as a creative exploration partner, I developed concepts, visual worlds and storytelling approaches that evolved from initial idea generation into a complete brand system.
The project demonstrated how AI can support modern brand development — expanding creative exploration while maintaining human-led strategy, art direction and craft.
EXPEDIA — AI MARKETING TRANSFORMATION
Exploring AI-driven transformation across global creative production.
Partnering with Critical Mass, Credera and Annalect, explored how AI could reshape creative workflows, technology ecosystems and automation opportunities to enable scalable global content delivery.
AI CREATIVE CAPABILITIES
IDEATION & CREATIVE DEVELOPMENT
Using AI-assisted workflows to explore concepts, visual territories, scripts and campaign ideas.
DESIGN & MOTION PRODUCTION
Combining creative direction, design craft and motion expertise with AI tools including Midjourney, Runway, Adobe Firefly and ElevenLabs.
SCALABLE CONTENT SYSTEMS
Developing adaptable workflows to create, version and deliver high-quality content across platforms, formats and markets.
AI ADOPTION & CONSULTING
Helping organisations move from AI curiosity to practical application through creative exploration, workflow development and scalable approaches.