AI advisor, navigating AI-driven content and strategy with over eighteen years in the creative industry working in the world’s biggest ad agencies on brands from Honda, BMW, Guinness to Nike. Work recognised at Cannes Lions, Clio, One Show, NY Festivals, D&AD, Caxtons, London International, Spikes and W3. Creative partner at Luma AI, Hailuo, Viggle, and ImagineArt. Board Member and advisor at AI:OK, pioneering initiative dedicated to promoting the responsible use of AI in the music industry. Author of three books on Midjourney. Recent Jaguar parody ad created with AI went viral with over 15M views.