Creative Director · Head of Content · Brand & AI
I build brands people actually believe in, and the systems to make them at scale.
Twenty years turning craft into commercial results, from Sky to Mindvalley. I lead the vision and I still do the actual work: writing, directing, designing. And I build the AI systems that let a small team punch well above its weight, without the work turning to mush.
Why me
I'm a Creative Director and Head of Content who can also read a P&L without breaking into a sweat. Right now I run the entire creative output of one of the world's best-known personal-growth platforms, working straight with the CEO and steering more than a million dollars of ad spend a month, so "reads a P&L" isn't a figure of speech. I write, shoot, direct and design, and I build the AI systems that let a small team punch like a big one. Mostly, though, I hire people who are better than me and try to stay out of their way. Every brand on this page ended up with work worth sharing and numbers worth showing. That, in the end, is the whole job.
What I deliver
Creative Direction
I own the vision and the craft to back it up: identity, art direction, film, design, the lot. I've never asked a team to clear a bar I couldn't clear myself, which keeps everyone honest, me included. Twenty years in and I'm still behind the camera and in the edit at midnight. Standards aren't a slide you present once and forget about. They're a habit you keep when nobody's watching.
Content & Marketing
Lovely work that doesn't move a number is a hobby, and I've got enough hobbies. I build content that's wired to the commercials: positioning, channel strategy, the full funnel. Then I show you the exact point on the graph where it started paying for itself. Treating craft and growth as enemies has always struck me as a clever way to fail at both.
AI Transformation
I design AI-powered creative systems, and the rather unglamorous plumbing underneath them, so teams can ship more without shipping worse. Used well, AI clears away the busywork and protects the bit that matters. Used badly, it carpet-bombs the internet with beige. I have strong opinions about which of those we should be doing.
Leadership & Culture
I build teams from scratch and cultures people actually want to stay in: clarity instead of politics, honesty delivered kindly, and enough rope for good people to surprise you (themselves included). I care about the work because I care about the people making it. I've never managed to separate the two, and I've long since stopped trying.
Portfolio
A few things I'm proud of. Press play.
Career
Creative Director
3M+ students · 190 countries
The world's leading personal transformation platform, which is a grand way of saying three million people who'll know instantly if you're faking it. I lead creative strategy, own the brand, grow the team, and build the AI systems that keep the output high and the quality higher. It's the most demanding audience I've ever made work for and, not by coincidence, the most fun. I'm not finished here yet.
Creative Director
30% growth in month one
A global private-equity travel business spread across thirty-odd cities. Same thinking, new postcode: take the creative operation, work out what's quietly gumming it up, and clear it out. Growth jumped thirty percent in the first month, not off the back of one clever campaign but because the whole thing finally ran clean. Good creative and a tidy operation tend to turn up in the numbers together.
Creative Director
93% revenue growth in 18 months
The UK's fastest-growing natural sports nutrition company, and the most fun I've had building something from a blank page. I owned the lot: identity, tone of voice, packaging, film, B2B partnerships, the ambassador and influencer setup. I directed every shoot from brief to delivery. E-commerce grew 60% year on year, and revenue grew 93% in eighteen months. We made the craft the strategy, and the spreadsheet happily agreed.
Creative Director
An ultra-premium cycling lifestyle brand: luxury travel, proper hospitality, the most beautiful roads on earth. Nobody here needed scale. They needed precision. Taking something already gorgeous and making sure it survived contact with the page, where there's nowhere to hide a lazy frame. I ran creative strategy and brand content alongside Veloforte. Fussy brands make you better, and this one did.
Senior Creative
Promax UK Creative of the Year
Eleven years inside one of the world's great media companies. I started at Sky News and worked my way across Sky Sports, Entertainment, Movies and Corporate Comms, alongside front-line journalists, Oscar-nominated directors and some of the biggest studios going. I had a hand in Sky Ocean Rescue, which nudged the national conversation on single-use plastic. And in cycling, the work I led helped get 1.7 million people in the UK onto a bike for the first time. Eleven years, an extraordinary education, and the foundation for everything since.
Artificial intelligence
Most AI conversations are either breathless or terrified. Mine is neither, mostly because I'm too busy actually using the stuff. I treat it as creative infrastructure: a way to take the donkey-work out of production so people stay free for the part that matters, which is taste, judgement, and knowing when something is good enough to ship.
I build repeatable creative pipelines, from research to generation to review to shipping, so a small team can produce like a big one without the quality quietly falling off a cliff.
AI handles the volume and the endless variations. People keep the taste, the judgement and the final word. Nobody hands the brand's keys to an algorithm and wanders off for a coffee.
This isn't a LinkedIn thought-leadership thread. I'm doing it now, in production, for a platform serving three million people. An AI-led launch I shaped drove a 77% jump in new members, so the systems earn their keep.
I've never once worked on a brand I didn't believe in. Not by luck, and not for want of offers. It's simply the one rule I've never been willing to break.
About
In 2012, Sir Bradley Wiggins became the first Briton to win the Tour de France, then went and won Olympic gold a few weeks later in London for good measure. I was at Sky, part of the team that told that story to the nation. Within ten years, 1.7 million people in the UK had got on a bike for the first time. That is what storytelling can do when it earns its place, and I've been chasing the feeling ever since.
Team Sky ran on one idea: marginal gains. Improve every element by one percent and the compound effect is faintly ridiculous. James Clear later built half of Atomic Habits around it. For me it was never a concept in a book. It was just Tuesday. It has been the operating system behind everything I've built since.
I'm not the corner-office sort of director. I shoot, write, direct, edit, design and produce, and I lead teams who are frankly better than me at all of it, which is exactly the point. At Mindvalley I make work for three million people across a hundred and ninety countries who are genuinely trying to change their lives. They can smell a phoney a mile off, and they'll share anything that's real. I believe in earning trust before asking for the sale, and in doing fewer things properly rather than lots of things badly. So I keep it honest, partly on principle and partly because it is simply how I'd rather work.
On Set
Directing, on stage and behind the camera.
Live from the feed
The brand I direct, out in the wild. Three million people watching, no pressure.
Get in touch
Whether you're hiring, building a team, or after a consultant who'll treat your brand like his own, if you care about the craft as much as you care about the outcome, I suspect we'll get on. I'm not chasing any old job. I'm after the right one.
garethwrwinter@outlook.com