RUSSELL SINCLAIR · CREATIVE DIRECTOR
About
Russell.
Advertising and brand creative direction, with AI as a new production medium—not a substitute for an idea.
01 · THE WORK
From idea to
brand-ready work.
I originate campaign ideas and social activations, direct generative workflows, and evaluate the result against professional creative and brand standards. When something isn’t working, I diagnose it and keep shaping the execution.
My focus is the difficult distance between a good concept and a finished piece: art direction, product and character consistency, brand voice, and the larger campaign staying coherent across film, social, and digital.
At 360ACD, I develop AI-directed film and campaign work built on my advertising background. Earlier, I led creative and UX work across IBM Cloud, Security, and Watson AI. The tools have changed; the responsibility for the idea hasn’t.
02 · THE PERSON
A little off brief.
Very much on purpose.
London, Venice, Paris: a playful paparazzi series made with Sora. Sometimes the best way to stay curious is to let the work have a sense of humor.