I'm a Freelance Design Director who steps into agencies and client-side companies to shape digital experiences at the intersect of gaming, immersive and apps.

I help ECDs and Founders make bold decisions and business impact through workflow grounded in narrative, systems, and strategy.

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Live Gaming Event with Sidemen

Transformed the UK into a 24-hour nationwide arcade across web, AR, Fortnite, and TikTok, boosting EE’s day revenue by 183% and engaging thousands of gamers nationwide.

EE & Nexus Studios
3 Months - 2024
Art DIrector
25+ people
Gaming, AR, Social
183% revenue increase
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Sony Climate Station PS VR2

Guided by a floating robot, a world-first VR experience where players journey through hundreds of years of complex environmental data, showcasing Sony’s climate commitments.

Sony & UNEP
5 Months - Launched 2024
UX-Ul Design Director
20+ people
0-1 VR Learning
Innovation Award
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AI Fintech Dashboard App

Translated complex investment data into a human-centric AI fintech platform, combining modular dashboards and gamified learning to expand audiences through influencer campaigns.

Divizend
3 Months - 2025
UX-Ul Design Director
10 people
0-1 Product Design
Attracted partners

Need someone with a keen eye on the future, who can lead conceptual projects with insight and intuition?

I work with teams to turn complex business challenges into clear creative strategies and experiences that feel authentic and human. My strength is being a creative generalist across emerging technologies, blending creative direction with hands-on craft, and helping organisations move towards the big picture and ship products with flare.

Leadership

  • Creative direction
  • Strategic vision
  • Systems thinking
  • Tech Innovation
  • Product strategy
  • Opportunity mapping
  • Executive alignment
  • Future thinking
  • Team leadership
  • Decision making

Craft

  • Storytelling
  • Moodboarding
  • Interface design
  • UX architecture
  • User research
  • User testing
  • Accessibility
  • Design systems
  • Engineering collaboration
  • Production delivery

Workflow foundations

Narrative

We navigate our lives through stories, both personal and collective. My work is simply helping people shape digital and spatial experiences that express those narratives, using contemporary technologies and gamification to create moments that feel truly human.

Systems

Play forms my initial foundations, from there those visions are shaped through process and systems. I break information into its core hierarchies, building dynamic large-scale systems from the ground up, working with dev teams to bring digital experiences to life.

Strategy

Everything starts with real intentions. I connect with people on a human level to both develop and uncover the essence of briefs. I help shape relationships between brands and audiences, developing creative concepts to translate business needs into user behaviours.

From a creative recruiter’s perspective, Ant has been an absolute pleasure to work with for over a decade, partnering with top agencies, most notably PlayStation. 

Hannah Lawry, Associate Director – Mustard Recruitment

My perspective on the digital landscape

Web

The early web was a frontier of chat rooms, forums, search engines and simple storefronts, long before algorithms or social feeds shaped behaviour. It was decentralised, DIY and full of quirks, driven by curiosity and dial-up grit. It opened unprecedented freedom and access to information. Open-source ecosystems flourished, peer-to-peer sharing spread resources, and early multiplayer worlds appeared. Commerce emerged as communities built a messy, playful internet, from open knowledge spaces to darker corners and porn.

Can vibe coding revive individuality and creativity online?

Social media moved us from open forums into gated corporate ecosystems. What began as creative chaos on MySpace and early blogs evolved into attention markets shaped by algorithms and behavioural science. Meme culture emerged as a powerful communication layer, spreading ideas through humour, remix and shared cultures. Influencers became new intermediaries as streaming platforms turned attention into currency. Analytics reshaped communities while concentrating platform power, shifting news and media consumption toward the internet.

How will humans curate meaning amid AI content overload?

Devices transformed computers from stationary tools into an early blueprint for transhumanism. Laptops blurred the boundary between home and work, then smartphones fused daily life with connectivity, GPS, cameras and sensors. The App Store economy unlocked a global software marketplace. Selfie culture emerged as cameras turned inward, reshaping identity and self-expression. Wearables and the Internet of Things extended computing into bodies and environments, while voice interfaces introduced natural interaction. Together, devices reshaped how we see ourselves, others, and our world.

What will agentic wearable devices look like in 10 years?

Immersive technologies have expanded computing beyond flat screens into spatial and interactive worlds, but not necessarily lived up to the VR dream. Gaming and real-time 3D engines power simulations, virtual production and digital twins, laying foundations for AR, VR and the path of mixed reality. New hardware, sensors and spatial tracking enabled movement, collaboration and shared environments. These systems support uses from entertainment to engineering and science, while collecting richer behavioural and spatial data for corporations. Haptics, AI worlds and holographic computing hint at the next leap beyond screens.

How will AI help shape multi-sensory immersive interfaces?

Beneath the visible layers sits the infrastructure of systems. Authoritarian control, surveillance capitalism and big data transform human consciousness into measurable signals, feeding algorithms and AI models that shape what we see, buy and believe. Identity systems tighten through biometrics and persistent logins. Giant data centres, subsea cables and Starlink networks expand global connectivity. Cloud capitalists rent virtual infrastructure to industries while fintech payment rails move digital money, and regulation of crypto draws us closer to paperless societies.

What does responsible design mean within future systems?

AI moved from theory to infrastructure almost overnight, faster than the adoption of the web or smartphones. Models now automate reasoning and generation, while agents perform increasingly autonomous tasks across sectors. Vast datasets, specialised chips and immense compute demand bespoke nuclear power grids. AI now helps solve AI challenges, yet its inner workings remain opaque. Ethics, culture and truth lag behind as military capabilities race ahead. Advances in material science enable autonomous cars, robotics and drones, extending AI into the physical world.

What will AI-UX look like in a world of adaptive agent interfaces?

The next chapter will be about wet-computing, blending AI with neural-tech and bio-tech in the back-drop of quantum cloud computing. Brain-computer interfaces, external and invasive, are beginning to connect biological systems directly with machines. Brain organoids and neural mapping aim to simulate and potentially upload intelligence to the cloud. Neuroprosthetics may restore body function while cognitive and physical enhancement experiments emerge. These advances raise profound questions about consciousness, life and death, neural data privacy and the ethics of human–machine symbiosis, all unfolding within the ecosystem of capitalism.

What will UX-UI become when interfaces connect direct to brains?

Need support on an upcoming project? My specialism is the ability to step into creative cultures, and genuinely connect with people to help teams navigate the digital landscape. If you like my approach, let’s chat!

Based in Falmouth, Cornwall, UK
Open to remote and London hybrid
20+ years experience