I am an art director and multi-discipline designer. The development of immersive worlds serves as the foundation for my work, and I use these environments to push viewers to delve deeper into and consider the subjects I address. I think it's critical that my work is questioned and discussed because doing so encourages new insights and broadens people's perspectives on the worlds I am presenting.
I am fascinated by the intersection of various elements such as fashion, new technologies, sustainability, and the human value system. My interest is in the complexity of these topics and how they clash while coexisting in the same environment. Consequently I find my work frequently focuses on human emotion, especially the experience of the uncanny—that disturbing in-between space that sits in both the known and the unknown.
I also enjoy pushing the conventions of style and exploring the reasons behind our perceptions of beauty and ugliness. Examining spam emails and outdated pop-up advertisements to see if their aesthetic might be viewed as artistic in diverse situations has been a particular fascination. Additionally, the world of counterfeiting has been a major influence on my creations, with a focus on the ethical and aesthetic qualities of their creation. My final pieces seek to find positives in these frequently derided areas by delving beneath our surface perceptions and challenging what we believe to be true.
For my process, I always start by mapping out my initial ideas using the connections, ideas, and inspiration I discover during my intense research periods. This allows me to clear my mind and look at the project's overall foundations. This provides a way for me to start problem solving complex issues that may have many barriers and offshoots. I find understanding and researching all of these areas leads to unique and innovative conclusions that are often hidden at first.
Projects
- FAIKFilmmaker Adam Curtis asserted that “self-expression is the conformity of our time”. FAIK uses Machine Learning to remove as much human bias and preferences as possible from the creative process. In this instance it is designing a collection of clothes in the style of famous fashion houses. The aim was to create without conforming. The project also examines the blurred lines between what we see as ‘fake’ and ‘original’. The pieces tread a grey area between forgery, homage, and also the possibil
- Alphabet IslandThis project considers a time in the near future where a corporation (Google) has established its own country. A digital country with no land and a nomadic population scattered around the world. The aim is to give people the option to renounce their current citizenship and escape government corruption without needing to leave their homes. The artefacts in this piece are taken from the future and are part of the “Welcome Pack” given to each citizen in 2039. The items draw inspiration from a numb
- NICE Vaccine ExperienceThe “NICE Vaccine Experience” (2021) challenges the extent to which consumer trust and brand loyalty can be pushed in a time of mass confusion and disinformation. The project explores many grey areas, including counterfeiting, white lies and the manipulation of customer loyalty to a brand. It also questions the nature of consumerism and what makes something truly real and fake. Is the “real” product still morally right if the company exploits its workers? Is the fake version still bad if it pay
Work history
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Graphic / Website DesignerJunior Wolf
Croydon, United KingdomFreelance
Owner, providing graphic and website design, branding, consultancy and technical training for small and medium businesses - juniorwolf.co.uk
Key Projects:
Farber Financial:
• Proposal and concept for logos and marks.
• Discussions on updating their brand communications.
• Final development and delivery of logos and stationery for all sectors of the company.
Highview Search & Selection:
• In-person meetings with client to discuss business needs and prospects to grow their business.
• Concept and development of website and brand identity.
• Creation of bespoke illustrations.
• Front-end design and development of WordPress website.
• Designs for a range of stationery.
MHL Counselling:
• In-person meetings to propose and explain concepts and options to client.
• Customer prof iles and research into areas of mental health.
• Development of logo and brand identity.
• Front-end design and development of WordPress website.
• Detailed illustrations for handouts.
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Music ProducerMatta Music
- Addlestone, United KingdomFreelance
Music producer working under the alias “Matta” with Andrew Brookes. Creating original compositions as well as providing music for advertising. Key responsibilities included finding partners for synchronisation opportunities, artwork, digital distribution, promotion and marketing including all designed materials and co-production of music. Some of our significant moments have been:
“Release The Freq” reaching 2 million views between YouTube & Vimeo as well as winning 6 awards worldwide
https://vimeo.com/20800127
“Spiral” being used on ChildLine's huge “You Can Talk To Us” campaign
https://youtu.be/ik1iNYvu8CM
Our remix of Hecq “Sura” being used for Audi's e-tron campaign
https://youtu.be/qo9wldUIXpI
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Skills
- Digital Design
- Idea Generation
- Ideas Development
- Adobe Create Suite
- Graphic Communication
- Creative Art Direction
- Fashion Technology
Education
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BAThe Academy of Contemporary Music
Guildford, United Kingdom
Music Production Degree
Master of ArtsLondon College of Communication, UAL
- Elephant and Castle, London, UK
MA Design for Art Direction
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