Alongside my work as a Creative Director, in 2026 I also founded Belief. Belief is a collective of Creatives, Filmmakers, and AI Creators, all trying to make work that moves people, while exploring the boundaries of technological possibility.
Launch coverage: Campaign, LBB Online, Shots, Roast Brief, Roast Brief Interview, Talent Talks with James Crawford.
I personally build all sorts of madness in AI, from intricate Agentic Workflows, to smaller, but still useful things, like this Capsule Wardrobe Creating skill.
Below is a small selection of the work Belief has made.
Here's to You, My Son
If good men don't define healthy masculinity, someone else will. So, we made this film. It's an alternative definition of masculinity, told one fragment at a time. My original LinkedIn post travelled far and wide, with hundreds of comments and re-posts, from Cindy Gallop to Jonathan Mildenhall.
Sound by Neil Johnson.
Coverage: Campaign, Shots, LBB Online, MediaShotz, Ads of Brands, The Stable, RoastBrief.
It Is Coming
I first saw the LFT-666 at the London Classic Car Show. 666 bhp, nicknamed 'Thunder'. Sure, some clever marketing. But when you hear it, when the engine turns on, and you do a little jump, or it passes you on the street, and you step into the pavement a little more...
It's hard to disagree. This film is a tribute to that beautiful, terrifying noise.
AI Creator: Allar Haltsonen
Sound: Neil Johnson
Manifestos for Grown Ass Men
Off the back of 'Here's to You, My Son', this is an on-going short-film series I'm making.
Young men close the gap between who they are and who they pretend to be by copying. They tend to copy simple, binary words and behaviour. Because they offer the one thing a complicated world won't: certainty.
Characters in the Manosphere cash in on this exact chasm. Young boys, desperately looking for a blueprint of what it means to be a 'man'.
Now, I'm a dad to a son and a daughter, and I fear how the manosphere might affect them both, if we don't find a way to puncture it. So, I've started making 'Manifestos for Grown Ass Men'.
They're pulled from a sprawling Google Slides deck. Every good bit of advice I've heard or read since my early twenties. The idea lives in the words. But the words play out over a new visual world (literally), that I invent for each film.
Alan Watts - The Awakening
Long before Belief, I was nerding around in AI. Initially, it was the usual suspects: experimenting with images, making trailers for movies, etc.
But in 2024, I brought British Philosopher Alan Watts back to life in AI, working with Beatriz Zambrano.
In an increasingly isolated world, people are looking for answers. None more so than young people. But in an era dominated by Social Media, algorithms can lead us to look in the wrong places. They often amplify polarising figures, particularly affecting impressionable youth. (With the likes of Andrew Tate hoovering up thousands of lost young men.)
A long time ago, there was a man who offered answers. Who dedicated his life to guiding people. To using History, Philosophy, Psychotherapy, Psychiatry, Buddhism, Taoism, and Hinduism. To help people ask the right questions. To look at familiar challenges in unfamiliar ways.
His lessons touched the lives of millions. His name was Alan Watts. Using thousands of his words, and extensive AI prompting, we awakened his wisdom. To share it with the world. To try and help people find the answers they are looking for, starting with some of Google's most searched existential questions.
The channel was a not for profit creative project. What started as a channel, we eventually turned into a publicly available bot on ChatGPT.
Interview with Shots. Interview with Media Cat Magazine. Featured in Campaign, PR Week, The Stable, Ads of the World, Best Ads on TV
Jameson - Tasting Notes
Creative: Beatriz Zambrano
Jameson wanted to show the world it's funny bone for Father's Day, Christmas, and beyond. They were looking for a simple on-pack promotion. We sold them an on-pack, AI Cloud Mega-machine*. It turned Voice Notes about how lovingly absurd your Dad is, into a song, complete with an Irish wink.
*Not the technical name
Coverage: Campaign, MediaShotz, Ads of Brands, Marketing Beat, LBB Online, Roast Brief, Ads of the World, PR Week.
A wee song about how it worked:
