Creative Production & Innovation Leader
I think we should use AI to get ideas into the world sooner—to build, test and improve things, and give people more time for the work that needs their attention.
That takes direction and judgment. We still need to understand the problem, choose the right approach, and know whether what we’ve made is any good. For agencies and brands, it also means being thoughtful about what we put out into the world and how people will respond to it.
What excites me is how much more we can try. We can make something, see how it works, and keep improving it. That’s how I’ve been approaching AI, both at work and in my own projects.
With the wider emergence of AI technology I took a proactive approach at D&G to find useful ways to bring AI into the process.
I want to unstick things that take too much time, build something to help, and experiment whether it makes things easier.
I’ve built tools that automate internal processes and help teams across our agency.
Getting people to use a new process takes work too. It has to solve a problem they recognize, fit into their day, and be clear enough that they know where to start.
01 / A live graphic novel, restored
The Quest was a live graphic novel for adidas’s 2010 World Cup campaign, combining illustration, film and interactive scenes. At 180 Amsterdam, I oversaw the production team on the World Cup work and worked closely with the client.
I used AI to help rebuild one of my favorite Flash (RIP) experiences in HTML so it could run in a browser again.
It’s been fun to revisit work I was part of and make it available again.
02 / A personal newspaper
I wanted a different way to start the morning: a small newspaper made for me, with the news I care about and the things I need to keep track of.
Trying to avoid starting my day on a screen, I used AI to put together selected news, calendar events, email follow-ups and a look at the coming days.
Each edition is picked up at 6am from my printer before I grab my first cup of coffee.
03 / A production shortcut
I’ve been looking at ways to automate the everyday deliverables we make for clients. Social posts felt like a good place to start.
With agentic coding, I was able to prototype this simple tool that lets you choose a photo, add copy, and create posts in different formats while keeping the brand’s design and layout consistent. It connects to Meta Business Suite so posts can be sent through directly, without having to open another tool. Fewer steps from an idea to a finished post.
It’s still a prototype, but you can try it with your own images.
Try Social Creator
04 / A restoration
I worked on the original Adi Dassler experience at 180 Amsterdam: a Flash workshop connecting his story to adidas Originals. Revisiting it gave me a chance to make that experience work in a browser again.
With AI, I rebuilt the site in HTML, CSS and JavaScript using the archived artwork, films and audio. I reconstructed the story cards, rotating objects and workshop interactions, including how they work on a phone.
Keeping its character mattered. When an AI image enhancement changed details in the workshop, I went back to the original artwork and enlarged it more conservatively. The original site was built before smartphones became part of everyday life. I wanted to see how the workshop would feel on a phone—a smaller, more intimate way to explore it.
05 / A practical tool
I run the mess hall at the Marin County Motorcycle Association. I needed a better way to organize volunteers, building on a Google Sheet we’d used for years to keep track of who had helped out.
I used AI agents to build a signup page and a dashboard to help me stay organized. Volunteers can sign up for shifts up to a year ahead, with automatic email invitations, reminders and calendar invites.
View the signup app
