I’m in this. Not watching from the sidelines.
I’m an Executive Creative Director living through another change in what creative people can do. I think the next era could be extraordinary. It deserves more than easy answers.
Who gets
to make
what next?
When synthetic intelligence changes what people can do, it changes who can make what, how ideas move through organisations, and where expertise sits.
What happens when a designer can make a film? When a filmmaker can build an experience? When knowing a piece of software is no longer the barrier between an idea and its execution?
That changes more than production. It changes people, roles, teams, status, creativity—and ultimately what audiences experience.
Still
making.
Still
curious.
Across disciplines.
My work has crossed campaigns, digital, experiences, film and the spaces between them. I’ve lived through several changes in how creative work gets made. This one reaches further: it changes who gets to make it.
I need the noise.
And the quiet.
I make drum and bass for the love of it. The sea, the road and time in my campervan change the pace. They give me room to notice something new before I ask a team to make something new.
Where I think aloud about what happens next to creativity, people and organisations.
These are my own views, independent of any agency I work for or have worked for.