Freelance Creative Video Director & Producer

Senior creative direction for video, using AI without losing the plot

I bring senior creative judgement and practical production skills to brand and agency work

Start a conversation

WhatsApp me

30 YEARS IN VIDEO PRODUCTION • FREELANCE • LONDON • REMOTE
Freelance Creative Video Director & Producer

Senior creative direction for video, using AI without losing the plot

I bring senior creative judgement and practical
AI production skills to brand and agency work

Start a conversation

WhatsApp me

30 YEARS IN VIDEO PRODUCTION • FREELANCE • LONDON • REMOTE

Freelance Creative Video Director & Producer

Senior creative direction for video, using AI without losing the plot

I bring senior creative judgement and practical production skills to brand and agency work

Get in touch

WhatsApp me

30 YEARS IN VIDEO PRODUCTION • FREELANCE • LONDON • REMOTE

01

THE NEED

The best creative decisions
still come from qualified judgement

The best creative decisions still come from qualified judgement

The best creative decisions still come from qualified judgement

Need senior thinking, not another permanent hire?

Bring in experienced creative direction when a project needs it.

Need senior thinking, not another permanent hire?

Bring in experienced creative direction when a project needs it.

Need to use AI without gambling on the result?

Knowing where it helps matters as much as knowing how to use it.

Need to use AI without gambling on the result?

Knowing where it helps matters as much as knowing how to use it.

Need to use AI without gambling on the result?

Knowing where it helps matters as much as knowing how to use it.

Need an idea that can actually be produced?

Creative decisions have to survive budgets, schedules, clients and shoot days.

Need an idea that can actually be produced?

Creative decisions have to survive budgets, schedules, clients and shoot days.

02

WHAT I OFFER

Creative Direction

Concepts, treatments and campaign thinking through to execution, keeping the idea strong and the production achievable.
For brands and agencies that need senior creative direction without a permanent hire, whether that's a single day or an ongoing retainer.
Concepts, treatments and campaign thinking through to execution, keeping the idea strong and the production achievable.
Concepts, treatments and campaign thinking through to execution, keeping the idea strong and the production achievable.
Ask about this

AI Video Production

AI-assisted concepting, image and motion production where it genuinely improves speed, scope or creative possibilities.
AI-assisted concepting, image and motion production where it genuinely improves speed, scope or creative possibilities.
AI-assisted concepting, image and motion production where it genuinely improves speed, scope or creative possibilities.
Ask about this

Traditional Video Production

Live-action production from treatment and shoot through to edit and delivery, working with an experienced crew.
Live-action production from treatment and shoot through to edit and delivery, working with an experienced crew.
Live-action production from treatment and shoot through to edit and delivery, working with an experienced crew.
Ask about this

"I’ve worked with Gary several times on several different projects, and have found him to be extremely reliable, professional and most importantly, creative!

You can certainly see his years’ of experience shine through during the creative process, as he devises ideas and direction without ever imposing as the solution.

I’d absolutely recommend Gary, he’s incredible value for money, and will deliver an excellent final product.

Lee Irving

Head of Communications, Wagamama

03

THE DIFFERENCE

Choosing the right approach saves you time, budget or both

Choosing the right approach saves you time, budget or both

Not every project needs the same process. Matching the approach to the job is what keeps cost and timeline under control.

Not every project needs the same process. Matching the approach to the job is what keeps cost and timeline under control.

Traditional Video Production
For anything that lives or dies on trust, a real shoot with a real crew is what makes it credible. That’s not a cost to cut.
For anything that lives or dies on trust, a real shoot with a real crew is what makes it credible. That’s not a cost to cut.
AI Video Production
It depends on the brief. Faster planning and turnaround on corporate work, faster concepting and exploration on brand and agency campaigns.
It depends on the brief. Faster planning and turnaround on corporate work, faster concepting and exploration on brand and agency campaigns.

Getting that match right is what keeps your spend on the parts of a project that actually need it.

04

ABOUT ME
I started in design before moving into film and video, which probably explains why I still care as much about the frame as the production behind it.
Over 30 years I’ve worked across marketing, brand, corporate and campaign work, taking projects from an initial thought through treatment, production and post. Spending much of my career embedded in marketing teams means I understand the pressures on the client side too, not just what happens once a brief reaches production.
Today I work independently with brands and agencies, bringing in trusted directors of photography, camera operators, editors and other specialists when a project needs a larger team.

Big ideas, sensible overheads.

I started in design before moving into film and video, which probably explains why I still care as much about the frame as the production behind it.

Over 30 years I’ve worked across marketing, brand, corporate and campaign work, taking projects from an initial thought through treatment, production and post. Spending much of my career embedded in marketing teams means I understand the pressures on the client side too, not just what happens once a brief reaches production.

Today I work independently with brands and agencies, bringing in trusted directors of photography, camera operators, editors and other specialists when a project needs a larger team.

Big ideas, sensible overheads.

05

BRAND EXPERIENCE

06

IN THE WILD

06

LINKEDIN

Latest from LinkedIn

Decent AI imagery is hard to get right without the skill and experience to direct it.

I've tried proposing using papercraft before on internal videos, and it was always prohibitively expensive. But now...

View on LinkedIn →

The last couple of weeks I was on a client shoot, with senior leaders in front of the camera and me hands-on directing with the crew and the people and stuff. Organic!

I mention it because AI video work tends to get pictured as a laptop and no cameras. AI covers a lot more than generating clips, and it was part of this job.

View on LinkedIn →

Get in contact

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