Adam is an Insight-Driven and
AI-Enhanced Creative Leader.
About Adam
I’ve been making ads and brand experiences for twenty years.
Most recently, I’ve been leading creative teams and building brands at agencies like DDB and Doner.
I’ve created work for every kind of client, in every kind of medium.
Some of that work’s been lucky enough to pick up Lions, Effies, and other shiny things. I’ve also led multiple agencies to the Agency of the Year shortlist.
Today, I’m busy implementing AI into every part of the workflow to make work more insightful, more inventive, and more effective. Oh, and doing it all more quickly.
RECOGNITION
CLIENT EXPERIENCE
THE BELIEFS THAT GUIDE ME
AI helps us understand people better, explore ideas faster, and strengthen the work before it launches. I use it to mine cultural insights, generate initial concepts, and test creative effectiveness with synthetic audiences. Human judgement still leads, but AI helps us move faster and get to better work without sacrificing craft.
AI amplifies human creativity.
Every good idea is rooted in a relatable human truth. Without that relevance, creative can be rendered meaningless to consumers. By using data to better understand the real lives of our audience, we can create campaigns that resonate with them on a more personal level.
Ideas are fuelled by insight.
In our advertising-saturated world, consumers are quick to skip, block, or opt out of our messages altogether. We can no longer buy their attention with repetition or intrusion. Today, the most persuasive advertising is immersive and experiential.
Experiences drive connections.
AI enhances every part of the process.
Insight
Machine learning helps uncover human behaviour.
Analyze search trends and cultural data to find new tensions
Identify themes and cultural moments to make ideas more relevant
Translate complex behaviour into simple creative thought-starters
Tools
Execution
Custom brainstorm agents speed up how ideas take shape.
Train agentic AI on top category work to collaborate on big ideas
Generate scripts, images, and copy to explore creative directions quickly
Use gen AI to bring ideas to life through illustration, video and audio
Tools
Effectiveness
AI brings consumer feedback into every stage of the process.
Test ideas with synthetic audiences to see what will connect with the target
Adjust tone, visuals or RTBs before launch
Evolve the work post-launch based on real audience response
Tools
