THE
CREATIVE
LAB
I believe that the strongest ideas often come from projects not bound to a client brief. To me, these experiments form a creative library in the mind, one we can borrow from whenever a new challenge arises. I invest 20% of my time into developing these projects; while some are destined to fail, others become the reality of my daily work. Some take years to mature, while others spark immediate innovation. Here, I am sharing a few of these explorations with you.
REBORN
Reborn represents the dawn of the "co-AI" creative era,
a 10-episode cinematic series that serves as the grand finale to Sketch and Win, a project initiated nearly twenty years ago. Reimagined to mark the 25th anniversary of the Industrial Design programme at ESTU, the series is a tribute to real designers and the enduring power of human creativity.
The project explores the nuanced relationship between a designer and their tools. In this workflow, AI is viewed as a mirror or a child: an entity that cannot be fully controlled, but must be guided through feedback and example. It is a personal and technical journey that portrays AI not as a replacement, but as a reflective partner in the creative process.
[Watch on YouTube] | [Watch on Instagram]
PROJECT G-BOT
An interdisciplinary R&D project exploring the intersection of physical prototyping and digital storytelling.
The Workflow: Physical Sketching - Digital Ideation - 3D Modelling - Synthetic Media - Physical Fabrication.
The Mission: Promoting child nutrition and healthy lifestyles in the UK through immersive design.
Status: Coming Soon
PROJECT G-BOT
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