About Caspar

Creative Director and strategic growth partner with over 15 years of experience building social-first brands, campaigns, and content systems for global names including TikTok, Adobe, e.l.f. Cosmetics, Samsung, Nike, and LVMH Group.

Formerly Head of Design, Creative Innovation & Content Studio at TikTok Creative Lab, with deep expertise in platform-native storytelling, social innovation, and always-on content ecosystems. Recognised for shaping teams and frameworks that balance creativity with measurable performance across paid, earned, and organic social channels.

Social-first Consultancy

Caspar founded Flyingmachines as a creative studio helping brands, platforms, and agencies lead confidently on social.

Key Strengths

Social-first Strategy
Creative & Design Direction
Brand Storytelling
In-house Production
AI Creative Fluency
Adobe Firefly / Runway
Platform Innovation
Editing & Sound Design
Audits & Playbooks
Always-on Organic Social
Paid & Performance Media
Earned & Influencer Marketing
Multi-regional Leadership
Social Growth Workshops
Cultural & Trend Insights

Previous Experience

Movers + Shakers · Creative Content Director, EMEA
London, UK · November 2024 – November 2025 (Full Time)

Led EMEA creative and production for Adobe UK and e.l.f. Cosmetics UK across TikTok, Instagram, and YouTube.
Built a full-service team producing 200+ social assets per quarter in-house.
Oversaw e.l.f. UK TikTok growth from 5K to 200K+ followers in 10 months, driving renewal.
Retained and grew Adobe UK through high-performing creative and cross-platform storytelling.

Flyingmachines · Founder & Creative Director
London, UK · May 2023 – Present

Independent creative consultancy helping brands and businesses lead confidently on social.
Strategic and creative direction for brands including Samsung, Nike, Heineken, Hennessy, and The Guardian.
Partnered with agencies such as R/GA, Lucky Generals, Insiders, and Hue & Cry to build social accounts and lead teams.
Specialisms include platform-first storytelling, digital innovation, social audits, brand positioning, and scalable systems.

R/GA · Global Social Creative Director – Samsung Global Social
London, UK · January 2024 – November 2024 (Contract)

Led global creative and social strategy for Samsung across TikTok, Instagram, and YouTube Shorts.
Built and managed cross-functional teams delivering content ideation, execution, and global playbooks.

TikTok · Head of Design & Content Studio, Creative Lab (UK, EU & Nordics)
London, UK · April 2020 – May 2023 (Full Time)

Founding member of TikTok’s in-house Creative Lab, leading creative, design, and editorial output across Europe.
Scaled the team from 0 to 20+ across six countries, shaping recruitment, training, and growth frameworks.
Partnered with product and brand teams on platform-first launches, AR innovation, and creator collaborations.

B-Reel · Design Director & Creative Lead
London, UK · October 2015 – June 2020 (Full Time)

Led design and creative direction for Nike, Facebook, Google, Jaguar, and Nickelodeon.
Recognised with Cannes Lions (Gold & Silver), BIMA Awards, and a Clio Grand Prix.

Freelance Senior Designer / Art Director
2010 – 2015

Worked across branding, digital, and content for leading UK agencies including AKQA, Anomaly, Grey London, Karmarama, Lucky Generals, Mother, Ogilvy, VCCP, and Wieden + Kennedy.

Notable Projects

Samsung StemDrop — TikTok platform-first global music partnership
Off-White Paris FW TikTok Livestream — interactive format innovation
Adobe x Women’s FA Cup & Adobe x Premier League — social campaigns
Nike EMEA 13 App Launch + House of Innovation Paris — app + experiential
Gorillaz Spirit House — world-first AR experience
TikTok Shop — helped launch with innovative B2B and B2C activations

Publications

Low Tech Print — Laurence King Publishing (International release)
Reinventing Screenprinting — RotoVision / Chronicle Books (International release)

Awards & Recognition

Cannes Lions (Gold & Silver)
BIMA Awards
Clio Grand Prix
D&AD
TikTok Awards