Let’s make AI your M.O
CONSULTANCY | FREELANCE | FTC
All marketing teams now have AI tools. Few have better work to show for it. I close that gap for businesses, in-house agencies and brand teams – creative direction that raises the standard, GenAI wired into how your people make, and the training and operating models that turn a pilot into business as usual.
Sometimes that means stepping in as ECD on a live project, pilot or pitch. Sometimes it means diagnosing what's really holding a team back. Sometimes it means shaping and leading a broader transformation.
But, fundamentally, it always comes back to the same thing:
make the creative work better – and make the creatives work better.
There's no shortage of AI theatre right now. I'm here to help you solve the right problem – whether that sits in your work, your team, your process, or your operating model around it – it all starts with a chat.
Which of these is sitting on your desk right now?
Six things I keep hearing from people who run marketing. None is a craft question – they're adoption, control, scale and growth questions. Fair enough. But craft and taste always sit underneath the answer, doing the heavy lifting for brand.
We've got the AI tools.
Hardly anyone uses them.
The AI, B, Cs™ – the one-day AI foundations workshop
AI didn't come with a manual. So most of us picked it up as we went along, and we've been running on guesswork ever since. The best money right now isn't the next platform. It's your people – the one investment that multiplies. One hands-on day, laptops open, on the tools you already run. Morning, the foundations. Afternoon, the team builds something the business needs. The training pays for itself from the very next morning.
Our AI work is quick.
It’s also dead average.
A Thousand Words Paints a Picture™ – the creative-direction workshop
Great creative work has always needed great taste, and the craft to carry it. AI hasn't changed that. This workshop is about giving AI a mind of your own – getting the expertise, the experience and the vision out of your head and into the machine. One hands-on day with the latest capabilities, so what comes out has your quality in it, not everyone else's. First delivered July 2026, for ELVTR.
We've done training, but nothing has changed.
LEAP™ – Live Embedded AI Pilot
Training starts the engine. A LEAP keeps it running – you and I inside a live project, on work that's actually shipping. Theory sits in the drawer. Hands-on gets done. No curriculum – the work sets the syllabus. You come out owning a documented, evidenced way of working. It's what I did with key clients at OLIVER, Barclays included. And it’s what I’ve loved doing with brands and businesses as a consultant.
The board wants an AI plan. Where do we actually stand?
The AI Atlas™ – three maps and a compass
Where you are, where you could get to, how you get there – on evidence, not opinion. Three maps – Readiness, Opportunity, Build – and The Compass™ for staying on track. Start with the AI Readiness Report – The Top 40, forty questions answered by five to seven of your people. What you say about yourselves, scored – and set against your peers.
Our AI outputs aren’t outstanding. Or repeatable.
The Grand Brain™ – my wiki knowledge method
Stop re-explaining yourself to an amnesiac. A brand brain gives your AI a filing system it maintains, so your questions add up instead of evaporating. It runs on the platforms you already pay for – no new investment – and amplifies the knowledge sitting in your accounts, drives and inboxes. Ready to start now – built eight times this year, references available.
We just need an experienced senior creative, like now.
AI Executive Creative Director – the hands-on lane
Campaigns, pitches, pilots, prototypes, products. I lead every engagement with my sleeves rolled up – doing the creative work myself, and bringing in strategists, data people, developers and production as the brief demands. Copywriter by trade, four Cannes Lions, eight years ECD at OLIVER UK. One-off or ongoing, from a single pitch to fractional ECD. (No, I'm not a fan of that F-word either, but SEO likes it.)
Or, is it just
a case of JFDAI?
Give me twenty minutes, and I’ll give you a good listening to.
No deck, no pitch. Tell me what's on your desk and I'll tell you how I might help.
For AI Platforms & Startups
I also work with AI platforms that want to become indispensable for creative organisations and more valuable to the market. That’s called a Forward Deployed Creative.
My key contribution is helping embed a sharper sense of what good looks like into the model, the product and the workflow around it. That's where 25 years of creative experience and taste pays off.
Go-to-market support
Helping customers understand, adopt and get real value from the platform.
That might mean acting as a forward deployed creative partner that can translate platform capabilities into something commercially meaningful for key accounts, as well as helping customers move from demo excitement to actually shipping live work.
Product-side support
Helping improve the creative usefulness of the product itself, from someone who has been hands-on with the tools while also watching hundreds of creatives adopt them in the wild.
That can mean pressure-testing outputs against real brand and agency standards, identifying where creative quality breaks down, helping shape features and workflows, and connecting technical capability to the reality of how creative teams actually work.