The Sweetshop’s AI creative studio, The Gardening Club, has appointed Colin Davis as its new Global Head of Innovation.
Davis brings extensive experience in AI-led storytelling and creative technology. His recent work on Pedigree’s “Adoptable” campaign has received recognition across the industry, and his portfolio includes projects for Google, Meta, Samsung, Disney, and the NBA. He is known for using technology to support thoughtful, purpose-driven narratives.
At The Gardening Club, Davis joins founding members Tom Roope (futurist), Jacqui Kenny (AI artist), and The Sweetshop’s Global Co-CEO Melanie Bridge. Together, the team will continue exploring the evolving relationship between creativity and emerging technology.
Prior to the new role, Davis was leading innovation across Nexus Studios’ London and LA offices.
“The tools are moving fast, but we’ve still got to slow down enough to ask the big questions: Are we making something meaningful? Are we helping creatives thrive? Are we actually pushing culture forward?” said Davis.
“Colin brings that rare mix of sharp tech thinking and real creative feel,” said Penny Woo, Executive Producer of The Sweetshop Asia.
“He gets where AI’s going, and more importantly, what it means for the way we work. We’re looking forward to rolling up our sleeves with him.”
Davis will be working alongside the management team at The Sweetshop, helping to guide their partners, agencies, and creatives to ensure AI enables bolder, more meaningful storytelling, the agency said.
“I’ve been working with AI for over five years now,” said Davis.
“The hype’s never been the drawcard for me. It’s about using the tools to connect. Not just wider, but deeper. That’s what The Gardening Club is all about, making sure technology amplifies meaning, not just noise.”
“We’re not chasing AI trends. We’re cultivating ideas that connect. And Colin’s voice is going to be essential to how we grow,” added Melanie Bridge, co-founder of both The Sweetshop and The Gardening Club.