01 / THE DIRECTION
Insight into impact.
An audience insight becomes the big idea—the red thread through every touchpoint. Awareness studies, engagement and referral traffic help us learn, refine and improve.
Start with the insight↗Independent mind. Shared experiences.
Creating experiences
that connect people,
brands + culture.
Creative direction.
Experiential. Events. Brand worlds.
NEIL MASON / A CONNECTED CREATIVE PRACTICE
I create brand stories and
experiences people remember.
For 25 years, I’ve partnered with leading agencies and global brands to create award-winning experiences around the world. I bring strategy, creative direction and the right people together—from the first insight to the live moment.
02 / THE POSSIBILITIES
Human thinking. AI momentum.
I use AI to explore, prototype and streamline production. More possibilities, shaped by the same creative judgement and attention to craft.
Explore AI consultancy↗03 / THE FOUNDATION
A brand people recognise.
Positioning, identity and storytelling give every experience a clear point of view. I build the brand behind the moment, as well as the moment itself.
Explore Brands by Mason↗04 / THE NEXT GENERATION
Experience, shared.
Teaching at the Royal College of Art, judging for D&AD and serving on Ravensbourne University’s Board of Governors: supporting talent and the future of our industry.
Education & industryOne creative partner. From the first insight to what comes next.
Explore the work ↓Selected experiences
Film / Live / Immersive01 — 1801 / Selected experience
Open up a different world.
- The idea
- Make the possibilities of Galaxy foldables something people could step inside.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Playful environments, unexpected perspectives and hands-on moments turned a product launch into a world of self-expression.
02 / Selected experience
A bigger stage for what comes next.
- The idea
- Give technology a story with the scale and ambition of LEAP.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A Riyadh-set film introduces the event’s world, connecting place, possibility and a sense of anticipation.
03 / Selected experience
Flip into a feast for the eyes.
- The idea
- Turn the Galaxy Flip7 story into a visual world people could step inside.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- At Tottenham Court Road, an immersive screen environment surrounded visitors with the Galaxy Flip7 world — bringing product, imagery and scale together in a shared visual experience.
04 / Selected experience
A place to belong. Room to play.
- The idea
- Create a free, welcoming home for sport, creativity and community in South London.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Nike and Palace brought skating, football and creative discovery together at Manor Place. The Park and The Cage, The Front Room and The Residency give the next generation space to play, connect and create.
05 / Selected experience
The Upside Down. Down under.
- The idea
- Let fans cross from watching Stranger Things to being inside its world.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- At Luna Park Sydney, immersive sets, familiar locations and a cast Q&A turned the Season 4 launch into a shared fan experience, extended through a TikTok livestream.
06 / Selected experience
It starts with the guts to try.
- The idea
- Connect Samsung with the spirit of skateboarding: self-expression, persistence and the courage to drop in.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Skate culture and Galaxy technology came together through a partnership with Skateboard GB, giving the next generation a reason to take part.
07 / Selected experience
Three pavilions. One shared future.
- The idea
- Turn Mobility, Sustainability and Opportunity into interactive worlds that bring PepsiCo’s vision to life.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Three educational pavilions invited visitors to explore, play and connect. The Plus united Pepsi and Lay’s through collaboration; The Bolt celebrated Gatorade’s sports innovation; The Drop explored water sustainability, built from 41,000 recyclable Aquafina cans.
- The impact
- Over 1M in-person visits. 50M virtual tour views. 323 media placements. 246M global impressions.
08 / Selected experience
Less explanation. More exploration.
- The idea
- Turn complex technology into an experience people could explore for themselves.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Hands-on interactions and event design brought the Think story off the screen and into conversation.
09 / Selected experience
The last of its kind. A new beginning.
- The idea
- Mark the final Aventador Coupé with a bridge between physical craftsmanship and digital art.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A one-of-one NFT, created with Krista Kim and Steve Aoki, was paired with the car in an auction bringing design, music and technology together.
10 / Selected experience
A bigger stage for Galaxy.
- The idea
- Bring Samsung’s product story to life through the scale and energy of a live launch.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A filmed look at the Samsung launch experience in San Francisco, bringing staging, screen content and live production together around the brand.
11 / Selected experience
Leave the everyday behind.
- The idea
- Create a world that invites people to explore with their senses.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Responsive light, sound and interactive environments take visitors through an imagined universe in Dubai, making discovery part of the experience.
12 / Selected experience
Connection you can step into.
- The idea
- Give a technology brand a human meeting place.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A live brand experience brought Cisco’s story into a shared environment, connecting the message with the people in the room.
13 / Selected experience
Feel the product. Enter the game.
- The idea
- Make trying a running shoe an invitation to play.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Physical movement and a digital game world turn product trial into participation, bringing Nike React’s promise to life through the runner’s own energy.
14 / Selected experience
The road was closed. The journey wasn’t.
- The idea
- Bring the feeling of a Ferrari test drive to customers who couldn’t visit a showroom.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- An invitation-only VR journey took guests through global city streets, into the Roma and on to a showroom encounter, with an invitation to book a physical test drive.
15 / Selected experience
The city becomes the stage.
- The idea
- Bring a virtual band into the real world at a scale fans could feel.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- Location-based augmented reality placed a towering Gorillaz performance into Times Square and Piccadilly Circus for the launch of Skinny Ape.
16 / Selected experience
A world of taste. A little wonder.
- The idea
- Reimagine Magnum as a Willy Wonka-inspired world, with a new discovery in every product.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- An immersive journey through taste and imagination invited visitors to dive into the Magnum range, exploring each product as an experience in its own right.
17 / Selected experience
Big thinking. Human connections.
- The idea
- Bring IBM’s technology story into a space designed for people.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A live event environment brought presentations, brand storytelling and shared moments together around the Think platform.
18 / Selected experience
See it. Try it. Understand it.
- The idea
- Bring Samsung’s product stories off the page and into a shared, hands-on setting.
- My role
- Executive Creative Director. Overseeing conception to creation.
- The experience
- A guided showcase invited visitors to explore Samsung appliances up close. Product demonstrations and conversation made the technology tangible, connecting features with everyday use.
Ideas that move people.
Teams that make it happen.
I’m an award-winning Executive Creative Director with 25 years of experience shaping brands and leading creative teams. I connect strategic storytelling with integrated campaigns across every touchpoint.
From brand and product launches to through-the-line campaigns, I turn original ideas into fully realised experiences — across advertising, digital and live environments. My work connects strategy with creative execution, builds talent networks, drives new business and brings craft and commercial ambition together.
Collaboration is everything. I specialise in recognising and growing talent, structuring teams of 100+ and shaping the culture and systems that spark great work.
Creative strategyExperiential conceptsLive events & launchesBrand worldsFilm & moving imageCreative direction
Connect on LinkedIn ↗Explore Brands by Mason ↗A pitch. A project.
A longer conversation.
Four ways to work together. One creative partner, from the first question to what comes next.
Pitches
Win the room.
A fresh perspective when the next opportunity matters. I help agencies and brands turn a brief into a clear story, a distinctive idea and a compelling pitch.
How I can help
- Brief interrogation & creative strategy
- Pitch concepts, narrative & art direction
- Creative team leadership & presentation
Local projects
Make a place for your brand.
From a focused activation to a product launch, I shape experiences around the people, place and purpose of the brief. Hands-on creative direction, at the scale you need.
How I can help
- Audience insight & experience concepts
- Visitor journeys, spaces & content
- Creative direction through delivery
Global projects
One idea. A world of possibilities.
A strong central idea, built to travel. I help teams connect brand launches, events and experiences across markets while leaving room for local culture.
How I can help
- Global concepts & creative frameworks
- Connected experiences across touchpoints
- Creative leadership across teams & partners
Consultancy
A clearer direction. A stronger next move.
An experienced creative partner for the questions that shape what comes next. I work with leadership and creative teams to review ideas, sharpen the offer and develop talent.
How I can help
- Creative reviews & strategic workshops
- Agency offer, pitches & client relationships
- Team structure, mentoring & creative culture
A focused brief, a defined project or ongoing support. We agree the scope together.
Retrospective archive
Earlier projects / Circa 2016From the archive.
A look back at projects from around ten years ago. Earlier ideas, brand worlds and experiences that helped shape the work I do today.
Archive / Earlier work
A retrospective selection of brand and experience projects.
something matter.↗
A conversation. A clear next step.
Book a free 30-minute call ↗