Michael Smith

Creative Director and filmmaker with 15+ years' experience developing distinctive visual identities, campaigns and content for premium and luxury brands.

Former

Head of Design & Video at Morgan Motor Company, where I led creative across global product launches, brand campaigns, film, photography, digital, print and social. I combine creative leadership with hands-on production expertise, taking ideas from initial concept and art direction through shoots, production and post. Experienced in leading multidisciplinary teams and external partners while maintaining a strong focus on craft, brand consistency and commercial objectives.

My work spans automotive, jewellery, watchmaking, hospitality and lifestyle, with a particular interest in brands where product, craft and storytelling intersect.

Creative Director at Feed Marketing (2024-01 – 2025-01)

• Directed studio outputs across video, design, and campaign rollouts for hospitality clients, delivering consistent brand experiences.
• Implemented strategic updates to brand identity and design systems, increasing audience engagement across digital and print channels.
• Streamlined workflows from briefing to delivery, improving efficiency and creative quality.

Creative Director at DustandScratch (2022-01 – Present)

• Produced cross-platform campaigns (shorts, adverts, documentaries, lifestyle/product photography) for brands across multiple sectors.
• Oversaw concept development, storytelling, and execution, including advanced robotic motion control video.
• Partnered with clients and stakeholders to align creative direction with brand strategy and commercial goals.

Head of Design & Video at Morgan Motor Company (2010-01 – 2022-01)

• Spearheaded brand identity transformation, repositioning the company within the luxury automotive market.
• Directed global multi-channel campaigns across video, print, and digital, deployed to 30+ dealer networks worldwide.
• Built and scaled an in-house creative studio, managing designers, videographers, and external partners.
• Delivered high-impact video and photography content that increased brand value perception and contributed to revenue growth.

First Class Hons BSc in Sound and Multimedia Tech – Birmingham City University (2007-01 – 2010-01)