About
Karl.Works is a independent creative studio led by designer and art director Karl, based
With experience producing campaigns for brands such as Arsenal FC, Amnesty, Ford, Sony and Vodafone, Karl has collaborated with agencies across the UK, Australia, Canada and Scandinavia, bringing an international perspective and a motion-led approach to every project
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MOTION & VIDEO
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Air Canada
Amnesty
Arsenal FC
AFL
Bang & Olufsen
BP
British Airways
British Army
Butlin’s
Cadbury
Carling
Danske Bank
DFDS
ETM Group
Ford
Ford Money
Hakkasan
Honda
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Ineos
Jaguar Land Rover
Kleinwort Hambros
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Schweppes
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Design Direction
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Motion Design
Website / UI Design
Social Content
Ai (of course)
Amnesty — Rights in older age
Agency: Distillery
Role: Art Direction, Identity, Motion
The Challenge
Growing old gracefully is outdated when basic human rights are at stake. Elder abuse is a global violation, often overshadowed by stereotypes or pity. Yet, older individuals are leading advocates in movements like climate action, LGBT+ rights, and anti-disappearance campaigns, refusing to be silenced.
The Response
Amnesty International, in partnership with the agency Distillery, launched the "Age Loud" campaign to advocate for a UN convention protecting elder rights. We crafted a robust brand identity and a multilingual logo, alongside a showreel that spotlights the global challenges faced by the elderly. This initiative, already active in regions from Nigeria to South Korea, amplifies the voices of older human rights defenders worldwide.
NSPCC: A safer way to play
Agency: Open Creates
Role: Design, Motion
The Challenge
The Game Safe Festival is our response to the growing need for a safer online environment for the 89% of UK children who play video games amidst increasing online harms. The festival aims to merge enjoyment with safety, addressing the urgent need for protective measures in the gaming world.
The Response
In collaboration with Open Creates, I developed a showreel that highlights the Game Safe Festival’s core themes: community, collaboration, and creativity. The storyboard features children of diverse ages, deeply engaged in gaming, capturing the excitement and promoting the festival’s commitment to safety. This engaging visual introduction emphasises the importance of protecting young gamers.
Sony WH-1000XM4
Agency: DentsuX
Role: Art Direction, Design, Motion, Social
The Challenge
For the European rollout of the WH-1000XM4 headphones, Sony needed a set of social-first assets that translated the global campaign into localised, market-ready content. The goal was to maximise the impact of their above-the-line TV shoot while adapting it for shorter formats and multiple languages.
The Response
We repurposed hero TV footage into a series of sleek, platform-optimised social assets — each tailored to highlight the product’s standout features like industry-leading noise cancellation and long battery life. Working across multiple languages and markets, we ensured the creative remained consistent while culturally relevant. The result was a cohesive yet flexible campaign that helped drive product awareness across Europe.
BIP — Cardless Credit
Agency: DentsuX
Role: Design, Motion, Social
The Challenge
Bip.credit stands out as the only cardless banking app on the market, characterised by a minimalist and sharp brand identity with a select palette of contrasting colours. We were tasked with creating a social campaign that aligned with this distinct style.
The Response
We centred our campaign on the simplicity and essential nature of the cardless concept, emphasising how Bip.credit eliminates unnecessary complexities. The creative direction focused on the theme of “you and the card,” pairing this idea with minimalist visuals to highlight the streamlined experience and direct connection between the user and the app.
Nokia: No Time To Die
Agency: Grey Social
Role: Art Direction, Identity, Design, Motion, Social
The Challenge
Nokia’s 007 movie social campaign faced delays due to the pandemic, requiring an adaptive approach. With a new premiere date set, we launched real-time social stories featuring Nomi’s mission across various cities, all captured using the Nokia 8.3 5G.
The Response
We developed a mini-social-series allowing audiences to follow Nomi’s mission live as she traveled through four cities worldwide. We filmed key scenes with Lashana Lynch in a single day, portraying Nomi, and supplemented these with curated stock footage to complete the narrative. We integrated UI elements from the Nokia phone in scenes where 007 utilised the device, seamlessly blending the campaign with the product’s features.
Agency: BMB
Role: Ai, design, storyboard artist
The Challenge
The brief was to visualise a TVC and social campaign that showcased the exceptional picture quality of Samsung’s NEO QLED 8K, built around the proposition “The TV that takes you anywhere you want to go.”
The Response
Leveraging Adobe Firefly, I developed a series of consistent and visually rich storyboards that captured each narrative world. I experimented with character design, wardrobe, and environment generation, often combining multiple AI renders, refining compositions, and applying colour correction to achieve seamless consistency and visual focus across each scene.
Sony Word Photography Awards ‘21
Agency: DentsuX
Role: Art Direction, Design, Motion, Social
The Challenge
The Sony World Photography Awards have always been about access and visibility — free to enter, global in scope, and committed to showcasing diverse visual voices. The 2021 campaign needed to honour this mission while driving fresh entries from emerging photographers around the world.
The Response
We selected standout nominee images and created a dynamic series of social ads tailored for global distribution. Each visual led with the power of the image itself, framed by bold typography and motion to emphasise the Awards’ role in spotlighting the stories of our time. The campaign encouraged new photographers to submit their work — reinforcing the Awards’ reputation as a launchpad for creative careers.
Arsenal FC - Supporter banners
Client: Arsenal FC
Role: Design
The Challenge
For Arsenal FC, the task was to redesign supporter banners that not only capture the immense passion of its global fanbase but also align with the team’s iconic brand. These designs needed to be suitable for large format printing, ensuring visibility and impact across the expansive Emirates Stadium.
The Response
In collaboration with Arsenal, I created designs for 187 banners and flags, representing 150 official supporter groups from every continent. The artwork embodies the vibrant enthusiasm of fans worldwide while staying true to Arsenal’s rich heritage. Each banner was meticulously handmade and photographed to capture an authentic, dynamic flag effect, echoing the historic language of football iconography that resonates deeply with both local and international supporters.
Reckitt — Digital Product Design
Agency: SomeBrightSpark
Role: User Experience, User Interface, Identity, Wireframe, Prototype
The Challenge
During the COVID-19 pandemic, Reckitt rebranded and launched via a online global interactive event. The online event needed to be fast, clear, and compliant — designed to simplify live events across different timezones bring people together under one hub.
The Response
I helped lead the UX and UI design across wireframes, prototypes, and final delivery, ensuring everything aligned with Reckitt’s evolving brand. The interface focused on clarity and usability, making key information easy to access while reducing clutter. The result: a practical, well-structured internal platform that enabled teams to come together.