How we work together

Laurie Peters — Creative Direction & AI Production

Overview

I partner with brands and agencies to shape campaign thinking and accelerate production through hybrid AI workflows.

20+ years working at the intersection of human storytelling and emerging technology. Creative Director and founder of employer brand agency Peters-Fox. Recent clients include Facebook / Oculus, PMI, Vodafone, BBC, Channel 4, DNV, Ricky Gervais, BP Castrol, and major talent agencies including Curtis Brown.

This document outlines flexible ways to collaborate — whether you need strategic direction, rapid execution, or ongoing creative partnership.

What I Do

Campaign shaping

Refine core ideas, pressure-test concepts, sharpen messaging, and ensure cross-channel relevance before production begins.

AI-led production

Rapid visual development — from storyboarding and mock-ups to finished assets. Visual art direction, motion prototypes, and production-ready work delivered faster than traditional workflows.

Creative direction

Oversee execution internally or alongside your team/agency — maintaining quality and consistency throughout. Strategic oversight plus hands-on delivery when needed.

Speed without compromise

Shorten feedback cycles, adapt quickly, and get to market faster — without losing craft.

Ways to Work Together

Day rate — £950

For creative direction and AI-led production. Suitable for defined phases, sprints, or ongoing support.

Each day delivers:

  • Campaign development — refine messaging, sharpen creative platforms, expand brand reach through strategic thinking

  • Concept exploration — visual directions, execution routes, creative experimentation

  • AI-led production — prototypes, mock-ups, motion tests, and assets in development

  • Cross-channel adaptation — ensure work lands across touchpoints with consistent impact

  • Stakeholder clarity — rationales, presentations, and clear communication that aligns teams and builds confidence in the work

*Not execution hours. Strategic progress.

Project fee

For clearly scoped deliverables. An agreed price for an agreed outcome — with room for creative exploration within the framework. Ideal for concept development, campaign assets, or full production packages.

Retainer

Monthly partnership for consistent strategic support and production capacity. Priority access, predictable cost, scalable output.

Trial phase

A short initial engagement (2–3 days) to demonstrate value before committing to larger scope. Low risk, clear outcomes.

Services

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  • I develop and lead creative ideas from initial concept through to fully realised campaigns. This includes defining the core territory an idea sits within, how it differentiates in market, and how it scales across channels without losing clarity or impact.

    The focus is not just on generating ideas, but on shaping ideas that can live — commercially, culturally and across multiple touchpoints.

    Scope includes:

    • Concept creation and refinement

    • Campaign territory definition

    • Platform thinking and channel strategy

    • Research-informed positioning

    • Cross-channel rollout planning

    • Stakeholder alignment and creative rationalisation

    Platform thinking means understanding how a campaign flexes across paid, owned and social environments — ensuring coherence without dilution as it moves between formats, audiences and contexts.

    I also work closely with internal teams, agencies and clients to articulate and present the creative clearly, helping stakeholders understand not just what the idea is, but why it works and how it delivers.

  • I use advanced AI workflows and production systems to rapidly explore, test and refine visual directions before significant budget is committed. This allows ideas to be stress-tested, visualised and strengthened at speed.

    Rather than producing single assets, the focus is on building scalable visual systems — ensuring consistency across characters, environments, lighting, motion and narrative.

    This approach reduces creative risk while increasing ambition.

    Scope includes:

    • Rapid visual exploration and art direction testing

    • Character and world-building development

    • Motion system experimentation across platforms

    • Storyboarding and narrative mock-ups

    • Asset prototyping for campaigns and brand systems

    • Visual consistency frameworks for scalable rollout

    The goal is not simply speed — it’s clarity. By prototyping early and intelligently, creative decisions are grounded, aligned and production-ready.

  • I create visually distinctive films and animated work that combine live action, motion design and AI-driven production methods. Each piece is developed with a strong narrative spine — ensuring that visuals, tone and audio work together with clarity and intent.

    Whether for brand, culture or music, the focus is on storytelling that holds attention and communicates with precision.

    The work is designed to function across formats and platforms, maintaining consistency while adapting to context.

    Scope includes:

    • Brand films and campaign shorts

    • Music visuals and culture-led projects

    • Narrative-led animation

    • Audio-synchronised visual storytelling

    • Explainer animation with tonal intelligence

    • Cross-format asset adaptation

    I oversee projects from concept through to final delivery — shaping the visual language, directing performance and motion, and ensuring the creative idea translates effectively into finished work.

  • Strong creative work sits within a coherent brand system. I help develop or refine the visual, tonal and narrative foundations that ensure campaigns and content feel consistent, intentional and recognisable over time.

    This can involve building a brand from the ground up, evolving an existing identity, or strengthening the emotional positioning that underpins how a brand is perceived.

    The aim is not just aesthetic consistency, but clarity of meaning.

    Scope includes:

    • Brand creation and identity development

    • Visual language systems

    • Messaging architecture and core narrative

    • Tone-of-voice alignment

    • Campaign consistency frameworks

    • Emotional positioning and brand articulation

    This work ensures that creative output is not isolated execution, but part of a broader, coherent direction that audiences can recognise and trust.

  • I work with brands, agencies and internal teams at the early stages of development — clarifying creative direction, strengthening ideas and identifying where visual strategy can create competitive advantage.

    This often involves stepping back from execution to evaluate positioning, coherence and opportunity. The aim is to refine thinking before resources are committed.

    I bring a cross-disciplinary perspective shaped by experience across design, animation, narrative production and AI-led workflows — helping teams align around a clear, confident creative path.

    Scope includes:

    • Creative audits and direction reviews

    • Campaign concept refinement

    • Brand positioning input

    • AI integration strategy for creative teams

    • Pitch development support

    • Cross-agency creative alignment

    This service is particularly valuable when teams need an experienced external perspective — someone able to interrogate ideas constructively and elevate them without disrupting internal dynamics.

Background

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  • I bring over 20 years’ experience across design, animation, film, television and digital production — working at the intersection of brand, culture, narrative and emerging technology.

    My career began in London within music and early internet culture, contributing to one of the first large-scale online community platforms at Sony Music in 2000. From there, I moved into senior visual design and creative direction roles across agency and consultancy environments.

    Through consultancy and contract work with organisations including Publicis Sapient, Nationwide and Vodafone — among others — I led visual direction and interface design across complex, customer-facing platforms, shaping digital systems at enterprise scale.

    At PMI International, I developed and delivered employer brand systems, identity frameworks and brand guidelines, alongside large-scale digital and visual assets to support global rollout. This included building an integrated career development platform that extended the employer brand into internal progression pathways — aligning narrative, identity and user experience within a multinational environment.

    Since founding Peters-Fox, I have led brand and creative direction work across telecommunications, energy, shipping and international organisations — spanning brand creation and development, campaign thinking, visual systems and narrative-led content production. While I remain hands-on where it adds value, my focus is always on shaping ideas at concept level and ensuring they translate coherently into finished work.

    I have also consistently worked at the frontier of emerging technology — from designing VR experiences for Oculus/Facebook to integrating AI-led workflows into commercial visual production. Technology, for me, is not the story — it is the amplifier of strong creative thinking.

    My approach combines strategic brand intelligence with creative direction and practical execution, allowing me to move fluidly from territory definition through to scalable systems and final output — with clarity, control and ambition.