The Young Arrows Fringe is a day of workshops, talks, screenings and practical sessions created for the next generation of talent working in, or interested in, moving-image advertising.
The Future of Creative Craft & Storytelling
14th October 11:00am
Global creative studio Framestore is taking the stage for an exclusive session that explores what it takes to deliver world-class VFX, design and AI solutions today. At the heart of the discussion is a fierce celebration of craft and a deep dive into one of the most delightfully chaotic commercial projects of the year: Columbia Sportswear’s “Engineered for Whatever” campaign.
Unpacking their collaboration with adam&eveDDB and Smuggler, the Framestore team will share how they took an epic, stunt-heavy brief and turned it into seamless, high-impact reality. From navigating complex challenges to cleverly blending cutting-edge technology with meticulous digital artistry, the session will showcase what it takes to make invisible VFX look effortlessly real.
Meet the Speakers
Mike McGee | Chief Creative Officer
Mike McGee is Chief Creative Officer and a co-founder of Framestore, the creative studio behind some of the most iconic work in entertainment and advertising. From Bond to Barbie, Potter to Paddington, and Guinness to GEICO, Framestore has won every major industry award, including Oscars, BAFTAs, and Cannes Lions.
Over a career spanning four decades, Mike has helped position Framestore at the forefront of visual effects and technological innovation. Projects like the immersive Field Trip to Mars demonstrate the studio’s unique ability to merge cutting-edge technology with unforgettable interactive experiences.
Mike is guided by a belief in the limitless potential of Framestore’s craft and ingenuity, and under his creative leadership the studio continues to reframe the possible, breathing life into everything they create in ways that engage and captivate audiences.
Helen Weil | Head of Advertising
Helen Weil has been at the forefront of the Framestore Integrated Advertising production team since 2010. With hands-on experience at agencies, production companies and leading global post houses, she brings an immeasurable wisdom and knowledge base to the department.
Helen’s keen eye and attention to detail have awarded her the trust and respect of some of the world’s best commercial directors on spots such as Tom Kuntz’s ‘The Chain’ for Axe, Dante Ariola’s ‘Human’ for Johnnie Walker, and Guy Ritchie’s ‘The Next Level’ for Nike.
Helen and her team of artists were responsible for Daniel Kleinman’s award-winning, cutting-edge ‘Galaxy’ spot, for which the team created a full CG head of Audrey Hepburn™. She has also managed the making of Framestore’s iconic James Bond title sequences, overseeing multiple teams, skillsets and producers to bring together truly extraordinary work.
David Lochhead | Head of Design, London
After studying Animation in Australia, David moved to London and joined Framestore in 2008, rising to Head of Design in 2024. He’s applied his versatile skills across commercials, film, and immersive entertainment for major global clients. His recent work on Marvel Studios' Ms. Marvel - a seamless blend of 2D and 3D animation -won Outstanding Motion Design at the 75th Primetime Emmy Awards. David also led the award-winning Ciclope festival title sequence, a bold multimedia hybrid. His playful, energetic style shines through in projects for Beano, Hugo Boss, and McDonald’s, bringing a fresh, engaging approach to every medium he works in.
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