I direct interactive experiences at the intersection of physical space and digital technology, from first concept to delivery.
Work
Selected projects across AR, XR, live interactive, AI-powered experiences, and large-scale physical installations.
Archived Projects
More work across AR, interactive, and experience design.
EE AR Dress at BAFTA 2020
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Client:
EE
Agency:
Poke
Production:
UNIT9
Role:
Creative Director
Year:
2020
Qualcomm at SXSW
The world's first 5G-powered AR dress, worn live on the BAFTA red carpet by presenter Maya Jama and broadcast to 1.2 million viewers.
Built with UNIT9 and Publicis.Poke, the hand-sewn gown, designed by Richard Malone, contained 12 body-length wires and 18 sensor bulbs.
Using Hollywood-level motion capture, real-time game engine rendering, and ultra-low latency 5G streaming, the dress transformed on camera as Maya moved, swirling digital fabric around her in real time.
The activation generated millions of views across social platforms, drove a 21% year-on-year increase in press coverage for EE, and delivered 130+ influencer posts with a combined reach of 8.6 million.
Qualcomm at SXSW
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Client:
Qualcomm
Agency:
CAA
Production:
UNIT9
Role:
Creative Director
Year:
2022
Qualcomm at SXSW
A phygital avatar generator installation for Qualcomm Snapdragon at SXSW 2022, created with UNIT9 and CAA.
Visitors used face and body scans to generate a personalised 3D avatar, then customised it through an interactive app, drawing from a library of fashion-forward styles and virtual worlds.
The experience delivered over a million possible avatar combinations and was designed to position Snapdragon as both a technical and creative partner in building the future of real-time visual experiences.
Roche Eye AI
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Client:
Roche
Agency:
BBH
Production:
UNIT9
Role:
Creative Director
Year:
2021
Qualcomm at SXSW
A 360° VR medical education film for Roche, created with UNIT9 and BBH.
The experience placed ophthalmologists inside an interactive sci-fi narrative to communicate complex eye science, allowing medical professionals to explore exquisitely rendered anatomical detail from every angle by looking around the environment through a website.
Shot and produced to a cinematic standard, it was designed to make Roche's ophthalmological research feel tangible and memorable to a specialist medical audience.
The response within the healthcare community was significant enough to be noted in trade press at the time.
Polo Ralph Lauren × Chance the Rapper
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Client:
Ralph Lauren
Agency:
Clokkenmaker
Production:
UNIT9
Role:
Creative Director
Year:
2020
Qualcomm at SXSW
An interactive AR waiting room on Snapchat, created with UNIT9 and Clokkenmaker for Ralph Lauren's partnership with Chance the Rapper.
Built to mark the launch of a long-term global partnership between Ralph Lauren and Snap, the experience placed fans inside a virtual version of the Chicago Ralph Lauren flagship store, where they could unlock interactions referencing milestones in Chance's career and unlock new outfit options for their Bitmoji avatars designed by Chance himself.
The AR experience was the gateway to a globally streamed live performance, available for 24 hours ahead of the show.
Apple ARKit Demo
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Client:
Apple
Agency:
Media Arts Lab
Production:
UNIT9
Role:
Creative Director
Year:
2022
Qualcomm at SXSW
An AR demo built for Apple in collaboration with Media Arts Lab, showcasing the capabilities of ARKit and featured directly on Apple.com.
The demo was designed to demonstrate what ARKit could do in practice, showing developers and consumers the real potential of Apple's AR framework through a polished, purpose-built interactive experience rather than a generic showcase.
Nike Vapormax Snapchat Filter
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Client:
Nike
Production:
UNIT9
Role:
Creative Director
Year:
2021
Qualcomm at SXSW
An AR Snapchat lens for the launch of the Nike Vapormax, built with the UNIT9 and Nike teams.
The filter let users place the shoe in their environment in real time, visualising the product before it was physically available.
The lens was designed to feel exclusive: accessible through promotions or by messaging Snapchat directly, making the experience feel like something earned rather than simply served.
Zlaten del Castillo
Creative Director
London, UK
Brussels, Belgium
Available globally
All work shown with permission. All rights belong to the respective clients and production companies.