When anyone can make anything, what changes?
Over 30 years, I’ve co-founded an agency, built a profitable generative AI creative unit, and led teams through successive changes in how work gets made. Now, as an Executive Creative Director, I’m living the next one from the inside. AI could open a golden age of creativity. It could also redraw the roles, expertise and organisations behind it.
Come see what I’m thinking ↗EXECUTIVE CREATIVE DIRECTOR / WRITING FROM INSIDE THE CHANGE
THE LATEST SHIFTWhy does the future speak in old words? ↗
Ideas worth arguing about. ↗
The bigger thoughts. From someone working with the tools and the people affected by them.
THE SHIFTWhy does the future speak in old words?Colin Melville asks how names such as assistant, copilot and agent can preserve old creative roles—and why teams should name the new possibilities for people instead. ↗
THE SHIFTWhat if creativity no longer had to wait?Colin Melville on how AI agents could let creative teams turn pitch ideas into emotional work before tools, time and budget close the door. ↗Stop. Look again. ↗
New signals, quick reactions. No daily duty to pretend everything is a revolution.
AI RADARWhat if a song was never finished? ↗ElevenLabs and Universal Music Group are developing AI-powered fan remixes. What if a song kept gathering new interpretations after release?
I’m in this, not watching from the sidelines.
I’ve made work across disciplines, co-founded and grown a creative production agency, and built a generative AI unit from scratch. Today I’m an Executive Creative Director working through this change with real teams, briefs and deadlines. In my own time, I make drum and bass: another place to test how an idea becomes something people feel.
More about me ↗