Kids Eat Free
Burger King
Phaser 3·HTML5 playable, jump game
intro
Page No.01
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I invent interactive ad formats and take them to market.
concept, build, ship, measure. all of it.
Creative Director at iion. I lead the Creative Hub making playable, hybrid and interactive CTV ads for brands in Europe and Australia, and I own the Playable Creator Studiothe one I built and own, the platform behind the Havas Play partnership.
↑ the Studio: the one I built and own
in the press
The Havas Play partnership, built on the Playable Creator Studio.
the Studio
Page No.02
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AI product
Playable Creator Studio
A self-service platform that takes agencies from a brief to a live, trackable playable ad. I conceived the Studio, set its product direction and architecture, and led the small team that shipped it to agencies, with AI as our build layer. It lets agencies run production without us.
- Partner
- Havas Play
- Havas Play:able, launched Sep 2026 across ANZ and APAC
- Brand name to playable ad
- ~1 minute
- type a brand, get a working, on-brand game ad
- Concept to launch
- ~4 months
- idea to Havas Play launch, product and team led by me
the full walkthrough* · 6:36
new: hybrid playables* · 1:48
under the hood:
- Agentic AI pipelineMulti-model agents take a brief to a checked, playable build.
- Measurement pipelineFirst-party events, deduplicated and reported in real time.
- DeliveryVersioned edge bundles with ad tags ready for every major DSP.
built with: TypeScript · Next.js · Phaser 3 · Multi-model AI agents · CI + visual regression QA · Architecture decision records
beyond the build:
- Roadmap and release decisions
- Demos that were part of the Havas Play win
- Pricing and go-to-market
- Pitch and launch material, with marketing
watch it run
playables
Page No.03
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Play the work
Playables you can play right here.
Campaigns that ran live, and concepts with no brief and no limits. One plays at a time.
tap one to play it
Ran live
Keep the Hustle Going
KFC Singapore
Phaser 3·HTML5 playable, endless runner
Back to School
essence cosmetics
Phaser 3·HTML5 playable, find and drag
CTV experiments
Page No.04
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Flagship · Interactive CTV R&D
Drive a TV ad with the remote
An L-band playable inside a server-stitched (SSAI) TV ad break: the brand's 30-second spot keeps running while viewers stack the Whopper with the remote. It runs on a custom SDK I'm building for stitched streams; the client-side version is already in testing with a publisher.
the ad keeps playing
press play on the TV first
stack the whopper* · 30s ad break
The spot squeezes into the corner and an interactive L-band wraps it, drawn by a custom SDK on a server-stitched (SSAI) break.
try it!
press play on the TV first
- In publisher testing · CSAI
- SIMID 1.1 interactive creative in VAST 3.0, hosted by the Google IMA SDK. Verified on a Fire TV Stick 4K Max, now in testing with a publisher.
- In build · SSAI
- A custom SDK for TV apps that wraps server-stitched ad breaks in interactive L-bands like this one: remote control, break timing and engagement measurement.
- Test bed
- My own HLS stream and an AWS MediaTailor test environment to prove L-bands on stitched breaks.
- Next
- A launch publisher for the SSAI SDK.
formats so far
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Format R&D
Five formats, from playables to TV. Two in market, three proven on real inventory.
- 01Playable adsLive
- 02Hybrid playablesLive
- 03Sensor playablesProven
- 04Interactive videoProven
- 05Interactive CTVIn development
measurement
Page No.06
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Measurement
Measurement, built in.
Interactive formats only get bought again if they can be measured, so I build the measurement too. Next: a custom SDK for interactive L-bands on streaming TV.
Measures how long a viewer actually interacts with a creative, not just whether it loaded.
this is AET, for real: active engagement onlyyou, on this page
time on page00:00actively engaged00:000% of your visit counted
Ad analytics
ProvenHeatmaps, metrics and session replay for HTML5 ads: an SDK, an edge collector and a dashboard.
where people tapped
the lab
Page No.07
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Lab
R&D that feeds the formats.
A test lab that renders ads through five ad networks, sensor playables running inside real ad webviews, and the tool that took the Creative Hub out of the mockup queue.
Internal tool
Ad SDK test lab
A Unity Android harness that renders creatives through five ad SDKs, plus sensor playables that run inside real ad webviews.
UnityC#KotlinMRAIDVASTPhaser
watch it run
Internal tool
Ad mockup generator
The advertiser success team used to queue mockup requests with me and our one designer: 30 minutes on a good day, often hours, sometimes the next day. Now they drop a brand’s creative into real placements themselves, perspective-matched, and export screenshots, MP4s or GIFs.
30–45 mockup requests a month → zero
how I work
Page No.08
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I prototype before I pitch.
How I work
How I run the Hub.
- 01Briefobjective to the right interaction
- 02Conceptthe mechanic carries the message
- 03BuildAI speeds it up, I own what ships
- 04Measuredesigned in from day one
SHIPPED
TO SPEC
- decisions written down (ADRs)
- regression and device checks
- VAST, SIMID, MRAID and DSP macros
about + contact
Page No.09
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Skip in 5
About
Nine years taking brands from idea to interactive.
I started as a creative strategist and moved into creative technology because the ideas I cared about needed to be built. Today I lead the Creative Hub at iion, a three-person team of design, development and creative direction producing playable ads for brands across Europe and Australia, and I own the Playable Creator Studio. Before iion, Senior Creative Manager at Z1 Tech, with work for NBA, McDonald’s, Maruti, KIA and Swiggy.
Contact
Hiring a Head of Creative Technology?
Open to Head or Director of Creative Technology roles, and interactive creative-direction leadership. Remote, or relocation to the EU, Australia or APAC.