Matthew swan.
Creative Director | Brand, Product & Campaign Leadership
15+ years building integrated campaigns, creative systems, and customer experiences for global brands, including 11 years at Amazon Brand Innovation Lab across EMEA.
I build brand systems across product, culture, and commerce, often in technology environments where no template existed yet.
£42M+
9
Campaign Revenue Generated
Global-First Formats Built
15+
6+
Years Experience
Industry Awards
Trusted by
selected work
Product
Microsoft, Laptops for Your Lifestyle
Laptops for Your Lifestyle Stopped selling specs. Started selling identity.
Microsoft · UK → Global
4M Global Sales
Culture
Pepsi MAX, Half-Time to the Max
Half-Time to the Max Didn't sit alongside football culture lived inside it.
PepsiCo · UK · Digiday Winner
460k HUB visits
Commerce
Braun True Testers
You can't advertise trust for an £800 device. You have to build it.
P&G · EU5
+128% Category Growth
Product
Samsung Galaxy S25, Amazon Live EU
Europe's first shoppable live launch. Built the format. Google and L'Oréal adopted it next.
Samsung · UK → EU
+32% sales day one
story
I’m a London-based Creative Director with 15+ years building integrated campaigns, brand systems, and customer experiences for global brands.
My background combines agency roots in branding, experiential, and art direction with 11 years inside Amazon Brand Innovation Lab, progressing to Creative Director across five European markets.
I help brands navigate moments where technology, culture, and commerce intersect, translating complex business and product challenges into creative systems that scale and perform. From brand identity and design systems to integrated campaigns, live commerce, and emerging platforms, I lead the full creative arc from strategy to execution.
I work closely with senior stakeholders, build high-trust multidisciplinary teams, and balance big-picture strategic thinking with hands-on creative direction.
“I measure good work the same way the business does: by what it changes.”