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Hi! I’m
Carl.

Group Creative Director.
I leadbrand

I build and lead scalable creative teams that deliver high craft and commercial impact, across brand, integrated campaigns, social, web and film, for brands like Amazon, Microsoft, Pfizer and Wikipedia.

Amazon✶Microsoft✶Pfizer✶Wikipedia✶Robinhood✶Ladbrokes✶Coral✶Zapier✶Thomson Reuters✶Twilio✶Amazon✶Microsoft✶Pfizer✶Wikipedia✶Robinhood✶Ladbrokes✶Coral✶Zapier✶Thomson Reuters✶Twilio✶

What I lead with

The principles that underpin how I build and lead creative teams.

Craft.

Pushing ideas further, and holding the bar high all the way to delivery.

Collaboration.

Getting under the bonnet of a brief, built on high standards and mutual respect.

Kindness.

Creating environments where people feel trusted and supported to do their best work.

Selected work

Work I’m proud of.

Projects I’ve led, made with brilliant people.

Coral

What I’ve done

Teams built.
Bars raised.

28→45creatives in a global team I scaled at Superside

+47%more projects closed, after I rebuilt how the team reviews and delivers

20+creatives in a team I built from the ground up at Entain

10+years making and leading creative work, from in-house brands to global clients

Built and scaled teams

Grown creative teams across multiple territories, and raised the craft bar as they grew.

Set the standard

Created the guidelines, systems and review habits that keep quality high at scale.

Leading AI integration

Bringing AI into how creative teams experiment, produce and scale. More below.

Partnered with clients

Pitched to senior stakeholders and built the relationships that keep clients coming back.

AI & creativity

Faster. Further.
Still human.

I’ve been leading the integration of AI into creative workflows. Not as a shortcut, but as a way for teams to try more ideas, move faster and keep the bar high.

Expand experimentationMore routes explored earlier, so the best idea wins, not the first one.

Accelerate productionWorkflows that take out the repetition, and give the time back to ideas and craft.

Keep standards highAI where it helps, human taste and judgement where it counts.

In practice

Pfizer100 films in a month, using parallel AI workflows for storyboarding and production.
WorkeraA custom AI Brand Model, trained to create on-brand imagery the client now runs themselves.
National Cryptocurrency AssociationIllustration and character animation, blended with AI to explore fast without losing the craft.

Beyond the brief

The bits that aren’t on my CV.

🥊I once showed Anthony Joshua how to throw a punch.Ask me about it.

🏎️Sunday mornings are for Formula 1.Lights out and away we go.

🇪🇸I lived in Spain for five years.Ask me for a tapas recommendation.

More work

Craft.

Collaboration.

Kindness.

Work I’m proud of.

Turning Cheltenham blue. Twice.

A brand launch on the world’s largest screen.

Provocative brand ideas that made it to Dreamforce.

Creative Demons, spotted in the wild at Cannes.

From potential to proof.

First dates, brutally (and honestly) translated.

A handmade film for the internet’s handmade encyclopedia.

A new identity, built to scale from logo to living system.

A brand evolution, carried all the way to launch.

100 films in a month, without cutting corners on craft.

Teams built.Bars raised.