The Story
How emotional creativity changed my life
FILM TV + BEYOND
The Story
The closing credits of Blue Juice. Primal Scream sing what was to become an anthem for the 90’s. The audience was cheering but back then… I didn’t know why.
Yes, they liked the movie, that was obvious but what was it about the story, the characters that had connected? What was it about letting go and following your hearts no matter the costs that had moved them to applaud?
I wasn’t until I was asked me to create a Masterclass, to build Workshops and help brands find new ways to connect with audiences that I joined up the dots… let’s just say if I knew then what I know now it would have saved me a lot of creative time and searching.
I was lost now I am found…
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BA St Martins School or Art / MA Royal College / Post Graduate USC / BAFTA Fellow / D+AD Masterclass Professional
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From Heathrow to Hollywood , from boardroom to film set the differentiator is the combination of strategic knowledge and practical hands on experience translated into an educational format
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From 75mm film to social media being part of a changing world puts you at the heart of innovation and understanding. Old school knowldge + new media tools.
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For over 6 years Carl has been teaching Masterclasses and workshop. Working with brands and agencies on a one-to-one basis. Running expereinces for trade organisations and international clients.
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Carl is a BAFTA fellow and the lead developer for Unit Creative and other organisations. A recent attendee at the Fullbright lecture series with specific knowledge around A.I. machine learning and innovative solutions.
From Hollywood to Heathrow - what did I discover?
Los Angeles - a long long time ago
1st ever BAFTA Fullbright Scholar in Film and TV pitches PHD thesis to USC tutor. Tutor looks very engaged and asks - so this is about you, right? Well, not exactly, but I’ve done the research. The hard reply - No one feels research.
Channel 4 - in a different galaxy
The big commercial break. The script is in, the crew are pencilled but instead of hitting the green light the letter announces - we’re sorry to inform you… your script didn’t make the cut. Why? What’s the solution?
D&AD - the Masterclass
Twenty Zoom screens buzz with digital anticipation. One simple question - what’s the answer? How can we be sure that our work connects? How can we supercharge of creative process to make it faster, more effective? The answer - get rejected by Hollywood pushed back by Channel 4 and learn it’s not them, it’s you…
The secret - People care about people. They are interested in shared experiences, group emotions. That’s why successful films are described as “universal” Translated into a single idea - emotions connect us all.
For me that’s the answer.
Create from the heart not the mind
25+
Working in Film, TV + advertising.
6
International Keynote presentations and speaker engagements
Brazil - BAFTA
Year of D&AD Masterclasses.
1
Universal proven idea.
The proof - from Sharks to Sake
We need solutions not theories
Creatives, brands and businesses need practical tools + solutions
I’ve sat in a lot of meetings, with a lot of clients and they are fairly universal about what they want - solutions. I’ve also sat in a lot of agency meetings where they’ve asked me “what i think” which is code for - help us.
I’ve also struggled for hours to develop my own creative ideas , searching for a way without the tools to find the path. Then one day, the penny dropped, the reasons people share ideas - human connections.
Back in 2015 I started using emotional creativity on a TV series for Amazon Prime and it worked. What could have been a fact driven program became an emotional journey and I knew I was onto something.
Thanks to the involvement of D&AD and other Masterclasses the theory developed into a practice I’d love to share with you.
Trusted by
Emotional storytelling - The Discovery
Science shows us that a strong storytelling strategy will produce longer lasting results across all platforms regardless of algorithmic challenges
95%
OF PURCHASE DECISIONS MADE SUBCONSCIOUSLY — DRIVEN BY EMOTION, NOT LOGIC
78%
OF UK CONSUMERS NOW CHOOSE BRANDS WITH AUTHENTIC HUMAN STORIES OVER PRICE ALONE
55%
MORE LIKELY TO REMEMBER A BRAND AFTER A STORY THAN AFTER FACTS OR DATA ALONE
The emotional brain processes information 80,000 times faster than the rational brain. Decisions are made before conscious thought kicks in — the logic comes after, to justify what the feeling already decided.
Every piece of brand storytelling work Carl does is built on this foundation. Start with the feeling. Find the character. Create the conflict. Build the resolution. The framework is the same whether it's a 30-second film or a 12-month brand strategy.
It's the same framework that underpins the D&AD Masterclass in Emotional Creativity — used by brands and agencies internationally to build work that connects where it counts.
Sharing the love
For over 6+ years I’ve been teaching and developing the emotional creativity method. It’s now the basis for many Masterclasses and Workshops.
It has also been used on a one-to-one basis for brands and businesses to supercharge their marketing and advertising across any digital or practical advertising platform.
It has also helped screenwriters and creatives to develop new formats and ideas.
Find new innovative ways to engage
D&AD APPROVED · ONLINE + IN PERSON
MASTERCLASSES + WORKSHOP
Practical tools for teams who want to create work that actually connects. Supercharge creative output, build emotional storytelling skills and develop video marketing that delivers sustainable ROI.
01
MASTERCLASS
Emotional Storytelling + Video Marketing
Discover how emotion-led creative strategy outperforms content-volume approaches. Built for marketing teams, creative directors and brand leads who need work that cuts through.
03
WORKSHOP
Creating Authentic Brand Video
Why authenticity beats production value in 2026 — and how to brief, shoot and publish video content that builds brand loyalty rather than just filling a feed.
06
ONE-TO-ONE
Bespoke Consultancy Session
A tailored session around your specific brief — creative strategy, content direction, brand positioning, or AI integration. Direct access, no intermediaries, senior expertise from day one.
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