AI Creative & Experience Architect
Bridging the gap between physical products and digital ecosystems through technical rigour and systems thinking.
I am an Experience Architect and Creative Lead with a foundation from Central Saint Martins and over a decade of experience designing the "brand-human interface." My career is defined by a dual-path of entrepreneurial leadership and high-level technical VFX. I approach "design puzzles" with a business mindset - specialising in architecting customer lifecycles that turn complex data into human-centric stories.
I thrive in cross-functional environments where technology, craft, and strategy meet to create intuitive, premium, and scalable user journeys.
Specialisations
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Experience Architecture: Architecting the customer lifecycle, from physical touchpoints to digital, QR-led ecosystems.
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AI & Content Innovation: Specialised in generative AI via a Google AI Professional Certificate to transform complex data into narratives.
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3D Digital Workflows: Developing 3D modelling pipelines to automate digital asset production and bypass traditional physical constraints.
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Technical Motion & VFX: A nine-year tenure developing technical visual effects and motion graphics for digital projects and technical platforms.
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Infrastructure Leadership: Managing strategic budgets for in-house digital infrastructure and optimizing digital distribution systems (AWS).
Selected Experience
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Belazu Ingredients Company: Currently leading Experience Architecture and Generative AI workflows following the successful acquisition of Miso Tasty Ltd. I lead cross-functional initiatives between IT, CSR, and Creative departments to scale Omnichannel Systems that bridge physical product touch points with digital brand ecosystems.
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Miso Tasty Ltd: Architected a high-retention "Content-to-Commerce" ecosystem and pioneered a low-cost 3D product-visualisation pipeline that was instrumental in readying the brand for a successful business exit. Engineered the searchable Recipe Engine and optimised Visual Identity Architecture for retail and social media differentiation.
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Luca Visual FX: Managed complex website architecture and developed technical VFX used in major television productions.
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Cléo Ferin Mercury (Founder): Founded and led a global heritage label through a 7-year growth lifecycle. Architected the initial Digital Transformation and subsequent structural product innovations that secured international distribution across three continents and high-stakes commercial validation on BBC’s The Apprentice.