Photo by Ellius Grace
Most people advising on AI in the creative industries have never been accountable for the work. I have. On the hook, brief to delivery, for global brands.
Work that gave a murdered American president back his final speech. Helped a mother who couldn't read tell her sons a bedtime story in her own voice. Made digital identity feel human. Found dementia hiding in a bank statement.
Those projects moved behaviours, revenue, boards and investors. Several moved industries. One moved culture.
A decade at Droga5, Accenture Song and Rothco. Projects for Google, Meta, Snap, IKEA, Morgan Stanley, Heineken. A Cannes Lions Grand Prix. Spoke at SXSW on storytelling, politics and AI. Co-author of Accenture's report on making AI accessible to everyone in society, not just the lucky ones.
Everyone asks how AI can grow their business. I think the honest question is: what's your business in an AI world?
Marketers and agencies hire me to find where AI strengthens their brand, their revenue, their teams. Some hire me to make the impossible idea possible. Boards hire me to make their AI ambitions make sense to employees, clients and investors.
I studied philosophy. And question everything, especially the commercial, cultural, legal and ethical risks, and the BS, around AI.
Fixed scope. Fixed fees. Fixed timelines.
Born, bred and based in Dublin.
Working everywhere.
Selected Work
Ways To Work Together
Every engagement starts with the same honest question: whether AI is worth your money, your time and your attention at all. Sometimes the answer is no. What follows are the most common ways in, from a first honest look to the whole thing built.
001
Find What's Real
— What's actually being used across your teams, and by whom
— Where it's leaving you exposed
— A clear action list
For leaders who suspect most of what they're told about AI is noise, and want to know what's real inside their own teams.
002
Take Control
— A clear line on what's allowed, what isn't, and who decides
— A stop list the whole business will actually follow
— Guardrails creative and legal agree on
For leaders who suspect the AI activity in their business is running ahead of anyone's permission.
003
Fix How It Runs
— Rebuilt workflows, already in use
— A brief standard that sticks
— Clear ownership at every handoff
For leaders watching good work get faster and worse at the same time.
004
AI Narratives
— The human idea your AI story can stand on
— One story that aligns your people, board and market
— A playbook for this strategic narrative framework
For leaders whose AI is real but the belief in it isn't there yet. See Who Owns You and Moonshots in Work.
005
Make the Impossible
— An idea that has never existed, developed
— Built and delivered the whole way from brief
— Business case made
For leaders with an idea nobody else knows how to make real. See JFK Unsilenced and The Impossible Bedtime Story in Work.