Matthew swan.
Creative Director, Brand, Culture & Technology
I build 360 brand systems and integrated campaigns across product, culture, and commerce. Built for technology environments that didn't have a template yet.
Strategy first. Creativity is the sharp edge that comes from depth.
£42M+
9
Campaign Impact
Formats
15yrs
6+
Creative Direction
Industry Awards
clients
selected work
Microsoft, Laptops for Your Lifestyle
Product
Laptops for Your Lifestyle Stopped selling specs. Started selling identity
Microsoft · 2021 · UK → Global
4M Global Sales
Pepsi MAX, Half-Time to the Max
Culture
Half-Time to the Max Didn't sit alongside football culture lived inside it.
PepsiCo · 2023 · 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 · 2024 · 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 · 2025 · UK → EU
+32% sales day one
story
I'm Matthew a London-based Creative Director with 15 years building 360 brand systems and integrated campaigns for global brands.
Agency roots in branding, art direction, and experiential. Eleven years inside Amazon's Brand Innovation Lab, working up to Creative Director across five European markets.
I turn brand and technology challenges into creative systems that scale and perform. Strategy first. Creative judgment shapes what survives.
“I measure good work the same way the business does: by what it changes.”