Origin.

From building worlds to shaping how they feel.

In 1999, I co-founded Hi-ReS!, and for 17 years, we built worlds people could feel: immersive experiences for The Beatles, Chanel, HBO, and Massive Attack. Work that glitched, rotted, whispered. Work that shaped a generation.
As Creative Director, I led projects that pushed the expressive edge of the web.
Recognition came in multiples: a BAFTA win for Minority Report, BAFTA finalist honours for Donnie Darko and LOST, over 100 awards, including D&AD, Cannes Lions Grand Prix, and Prix Ars Electronica. Exhibitions at Centre Pompidou, Tate Britain, Barbican, and the V&A. Featured in over 100 books. Co-author of Amantes Sunt Amentes.
After Hi-ReS! was acquired by SYZYGY/WPP, I scaled studios across London, Berlin, and New York. Building teams. Protecting the weirdness. Pushing craft with integrity.

But the credentials tell only part of the story.
Hi-ReS! ran on a simple principle:
“If you know what you're doing, you end up doing only what you know.”
That restlessness never left.
I was always working at the frontier where code meets soul, but never fully inside my own structure. Over time, I realised I had been integrating fragments all along: fine art and commercial work. Narrative design and the dōjō. A decade of martial arts. Creative leadership and the mat. Twenty years of yoga. Tech and body. Logic and intuition.
In 2022, I built the place where those threads could live as one field of practice.
That work became Yūgen.

From those years of experimentation, a pattern became clear.
The work that stayed with people was never just design or technology. It worked because story, voice, expression, and experience moved together as one coherent system.

I began to formalise that approach. Narrative Architecture emerged from this process: a method for designing brands that remain coherent and felt as they grow, especially in an age where machines generate more of the surface.

Yūgen began as a quiet rebellion. Against the generic, the shallow, the technically brilliant but emotionally absent. Art, technology, and craft as one field. Minimal. Intentional.
Coherent by design.

Yūgen (幽玄) is a Japanese aesthetic concept pointing to beauty felt rather than seen. A sense of hidden depth. The resonance that lingers after the moment has passed.

This isn't my invention. It's an inheritance I take seriously.

For centuries, Japanese artists understood that the most powerful experiences can't be reduced to what you see on the surface. I carry that wisdom into the AI age. Into every project I take on.

Over the past two decades, some of my work has been recognised not just for innovation or craft, but for how it made people feel.
A few highlights:

From visionary filmmakers and boundary-pushing artists to bold brands and culture-shaping institutions, I've had the honour of creating with people who work at the edge, care about meaning, and dare to make work that resonates.
A selection: