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About me

Advertising meet innovation. Innovation, this is advertising. You're gonna love each other.
I love to bring together my background is advertising and my nerdy love of all thing innovative to help brands connect with audiences who are increasingly rejecting traditional channels. My mission is simple: make brands matter again by designing experiences that people want to engage with in a landscape where attention is fragmented.

At T&Pm, I lead creative innovation projects across all our brands, most recently for Mars Wrigley and RNIB. My work is driven by a passion for AI, gaming, and emerging technologies, which allows me to craft bold, future-facing campaigns. I am classicly trained, studying with Tony Cullingham at Watford. I currently oversee all creative work for Toyota and Lexus UK, with a focus on telling meaningful brand stories that help both brands push towards their net-zero goals.

My career has taken me through a diverse range of agencies, from the pioneering R/GA London and Agency Republic to traditional giants like Fred & Farid Paris and Adam & Eve. This unique blend of experiences gives me the ability to identify and leverage emerging platforms and trends, creating campaigns that cut through ad fatigue and connect deeply with tech-savvy audiences.

For over 16 years, I've pushed the boundaries of creativity—whether making David Beckham speak nine languages and age 30 years, casting John Boyega as the new James Bond, or scripting comedy for Kevin Hart. I've even turned a man in a bath into an angry horse.

I thrive on leading teams to bring innovative concepts to life, collaborating with creatives and technologists to create work that leaves a lasting impact. As an advocate for neurodiversity, my late diagnosis of ADHD has deepened my commitment to helping neurodiverse young people find their voice and creativity through mentorship. I also sit on the steering committee for neurodiversity and disability at T&P, from trying to increase representation to battling buzzing neon lights in a bid to make the office accessible for everyone.
Outside of work, I'm a massive gamer and all-around geek. So, if you're looking to make something nerdy and groundbreaking, give me a call.

Details

AvailabilityLooking for work

ContractPerm, Remote

LocationLondon, United Kingdom

Skill LevelDirector

LanguagesEnglish

Tagged Job TitlesCreative, Creative Director

Achievements

Judge

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Recommendations

Currently No Recommendations

Skills

AI, Art Direction, Creative Direction, Game Design, Graphic Design

Sector Experience

Advertising

Clients

Google, Hyundai, Lexus, Malaria Must Die, Nike, Playstation, Snickers, Toyota

Awards

BIMAs - Grand Prize, Cannes Lions - Silver, Clios - Gold, Clios - Grand Award, Creative Circle Award - Gold, D&AD Award - Wood Pencil, Webby Award

CV / Resume

Dan's CV/Resume

Activity

Connections0

Followers12 Following73

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Creativepool member since 27 January 2025

Dan's achievements

Judging

Dan Northcote-Smith has sat on the Creativepool Annual jury.

Annual 2025 Judge Artificial Intelligence

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