EDITING · VFX · IMAGE · GENERATIVE AI
The model is not the product.
Two decades building tools that tens of millions of creatives use. The last few building generative video, image and voice tools. Almost nobody has done both — and the gap between them is where most AI video products go wrong.
- Artlist
- Everslate
- John Davies Framing
- Artlist
- FXhome
The Difference
Most people advising on generative video arrive from the model. I arrived from the timeline.
Then I took generative AI into a global creative platform — working prototypes, not decks, and the argument for what deserved to ship. Both halves, rarely in one person. It's why I'm useful when the demo is astonishing and nobody can say what to build.
Position
Every day an influencer pushes a workflow that will change your world. Nobody seems to actually be using it.
Every day an aggregator launches an MCP, an API, a CLI — some other three-letter promise. A new handle on the same slot machine.
I'll give you a straight answer on what's real and what isn't, and then work with you to build something that people actually use.
EVIDENCE
- Six million people used the editor and VFX suite I built.
- Editing, compositing and visual effects. FXhome, 2001–2021
- Plugin technology used by tens of millions.
- Built for every major video-editing and post-production host
- Negotiated and closed an eight-figure acquisition.
- FXhome, 2021. Founded 2001, sold in the tens of millions after acquisition interest from several global technology companies
- Chosen by Apple to showcase AR filmmaking on the new iPad Pro.
- 2021 launch keynote. The original real-time camera tracking and virtual production, on iPhone and iPad
- Brought generative AI into Artlist, from first research to shipped products.
- From presenting technologies and use cases to prototyping next-generation products
- More than US$150 billion of artwork framed.
- I built the visualisation platform John Davies Framing used on a $121m Magritte
Selected work
THE CREATOR IS THE AUTHOR
Every question below has the same question underneath it. What does a creator love doing, and is AI adding to that or taking it away?
Generation is nearly free now. Story, timing, sound and taste are not, and that is, and always has been, the job of a video creator. A model can suggest, generate and transform — but whether the result enters the work is the creator's call, never the model's, and the work belongs to whoever made it.
- What will the creator still want to do themselves?
- Where does AI belong in this product?
- Will this survive contact with a real timeline?
- What do we build, and what do we license?
- Is this capability a business, or a feature?
Tell me the decision you are facing, and who is in the room when it is made.
If you are deciding what to build, what to license, or how AI belongs in a workflow real people depend on, write to me. Three or four sentences is plenty.
A small number of engagements at a time.