I am fascinated by the translation of human experience into made things: the decisions, instincts and unspoken beliefs that turn an idea into something another person can feel. I have spent my working life close to that process, and I have become just as interested in the beliefs that shape it as in the techniques that carry it out.
My curiosity runs well beyond the industry I work in. I read widely in philosophy, theology and the history of ideas, and I am drawn to the unexamined commitments that organisations, disciplines and technologies quietly carry: what they assume about value, about minds, and about what a good outcome looks like. My published research has applied Charles Taylor’s social imaginary to creative work, and Judea Pearl’s causal reasoning to the logic of the edit. AI is one place where those questions are currently being asked loudly, but it is far from the only one.
Professionally, I am UK Head of Post Production and a member of the UK Management Board at WPP Production, and a Fellow of the Chartered Management Institute. I hold a first-class degree from Ravensbourne, where I now sit on the Industry Advisory Board for Film, TV and Media, and completed my executive education at Imperial College Business School with distinction, as well as holding associate membership of the British Film Editors and the Institution of Engineering and Technology.
I am always glad of conversations that cross the boundaries between creative practice, philosophy and leadership.
This paper examines how artificial intelligence (AI) is reshaping creative identity, value, and professional legitimacy in post-production workflows. Drawing on Charles Taylor’s concept of the social imaginary, we address a particular research gap: most existing studies overlook how everyday norms and tacit creative understandings are being renegotiated on the ground. We hypothesise that AI integration fundamentally challenges these imaginaries, not merely automating tasks but altering what counts as legitimate creative work. We conclude that sustaining creative value will require new collaborative protocols, multidomain expertise, and ongoing workforce intelligence.
As AI video tools advance from simple automation to agentic control, the industry faces a critical "Narrative Gap": models can map surface-level patterns, but they cannot reason about the structural intent behind an edit sequence. By mathematically formalising the relationship between shot juxtaposition and audience perception and treating the cut as a deliberate causal intervention, rather than a statistical probability, we can bridge this gap. This framework provides a foundation or developing AI tools capable of counterfactual reasoning, ensuring they serve as high-level narrative partners that safeguard creative intent.