AI, creativity, and the future of audience engagement.
Essays from a creative director exploring how synthetic media, storytelling, and culture collide. These are my personal views and are not affiliated with any brands I have worked with or am currently working with.
The Shift Essays
AI Radar Posts
Who is Colai?
COLAI explores the collision of Creativity, Technology, and Audience Attention.
Drawing on 30 years of creative leadership in film and storytelling, this platform moves beyond the "tech hype" to map the operational reality of the future.
We look at AI not just as a toolset, but as a cultural shift—one that is fundamentally reshaping how ideas are made, how stories are told, and how New Formats engage audiences. The goal is not to provide neat answers, but to frame better questions about the future of creative work—culturally, commercially, and creatively.
Colin Melville
Creative Director — AI, Creativity & Audience Engagement