AI Manifesto

More possibility. More taste. Less beige.

I love what AI has opened up creatively.

I can make an idea move. Animate the strange little thing in my head. Build a world around a product and make it feel real enough to reach out and grab. Beautiful, distinctive work, brought to life at a pace that still occasionally makes me swear.

Of course I’m going to use it.

I’ve spent over 15 years developing ideas, building brands and being very particular about things other people might not notice. Now I have more ways to put that eye to work.

And more reasons to be particular.

I’m a tastemaker. That matters more now.

When everyone can generate something, choosing becomes a bigger part of the job.

Knowing which direction has something in it. Which detail makes it distinctive. When to push the weirdness. When to pull it back. When something is beautiful but completely wrong for the brand.

More options need a stronger point of view. I bring mine.

The thinking comes with me.

I use AI to explore, challenge, visualise and develop. I ask questions, pull things apart and try the version that sounds slightly ridiculous. Sometimes that’s where the good stuff is.

The work still starts with people. What they want, what they feel, what makes them care. There needs to be something underneath the lovely picture.

Fast is exciting. Being forgettable isn’t.

I love getting to something tangible quickly. It means we can react to it, play with it and see how far it could go.

The time we gain gives us room to be more ambitious. Let’s try the unexpected thing. Let’s animate it. Let’s see what happens when we turn the whole idea on its head.

My name goes on the work.

So I stay involved. I direct, edit, check and refine. I’m open about where AI is used, careful with client information and respectful of other people’s work.

I take responsibility for what I put in front of you.

There’s plenty of content in the world already.

I create ideas that get made. Brands people choose. Products you can pick up, taste, use and love.

Let’s make the thing everyone else wishes they’d thought of.

Here are just a few of the tools I use in my AI toolkit: Adobe Photoshop, Adobe Firefly, Adobe Illustrator, Adobe Express, Adobe Premiere Pro, Adobe After Effects, ChatGPT, Claude, Gemini, Microsoft Copilot, Perplexity, NotebookLM, Midjourney, DALL·E, FLUX, Stable Diffusion, Ideogram, Recraft, Leonardo AI, Krea, Freepik, Magnific, Topaz Photo AI, Runway, Kling AI, Sora, Google Veo, Google Flow, Luma Dream Machine, Pika, Hailuo AI, Higgsfield, HeyGen, Synthesia, ElevenLabs, Suno, Udio, Descript, CapCut, Canva, Figma, Framer, Gamma, Beautiful.ai, Notion AI, Miro AI, FigJam AI, Cursor, Replit, Lovable, Bolt, v0, Base44, Zapier, Make, n8n.