A creative director working at the frontier of film & technology.
For over a decade, Arthur has made the films that debut Google's most pioneering projects — from the Sphere in Las Vegas to the world's largest AR monument — and shaped stories for brands and artists a decade prior.
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Google started 2026 with a direct message to consumers – Gemini is a new kind of help from Google. Striking the right tone in a Super Bowl ad is a tough challenge, but this story between a mother and son tried to take an authentic and human approach.
The campaign continued into the NCAA March Madness season, taking the design principles we established above and scaled them up to a full eight spots (and different tone). Here are a few:
And now, mid-year, the campaign has continued into the FIFA World Cup and evolved to say, hey, look what you can do with Gemini.
More to come. Stay tuned!
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Two years after the inaugural Formula 1 Grand Prix in Las Vegas, the Gemini team approached us to create another Sphere activation. We had a lot to live up to with very little time, but I'm super proud of what we were able to pull off with this one.
Some traces of the process below. We leaned on the models early on to quickly iterate through ideas, and then rebuilt and refined along the way.
Styleframe: comic book 
Concept: oil painting 
Design notes: 8-bit WIP: technical drawing Transition test: wax to comic -
One of the great things about Creative Lab is its ability to paint a picture of what is possible and provide a roadmap for builders. Created back in 2024, much of this vision has already been realized.
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We were thrown into the deep end on this one, but learned so much along the way.
And here's the director's cut. Because the concept and workflow were all being figured out in parallel, we viewed work in this style for a while.
When we were first pitching ideas and working through concepts, we knew we needed to have the logo and the car. After we figured out how to wrap the Chrome logo around the Sphere and drive cars around it, we knew this was going to work.
Initial Chrome logo wrap demo Car test We also knew that we needed to convey speed. Just having the cars drive fast around the Sphere wasn't enough. Hence, light streaks!
There were lots of dead ends and stumbles along the way, but it was fun to flesh through some ideas.
In the end, McLaren and Formula 1 did not want anything that conveyed smoke or pollution, so we had to find a different solution.
Endcard smoke motion test There were countless visual and technical details to hash out along the way.
Confetti test 
Trail brightness/thickness matrix Light streaks switch-out demo And this is how crazy it all looks when you unwrap everything onto a flat render.
When this Chrome activation first launched, it was the only one of its kind. Every year since, we've seen many rip-offs of cars and streaks driving around the Sphere. So it goes. Just remember, you saw it here first!
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VR Experiments: Musical Forest
AR Experiments: Sizzle
Voice Experiments: Paper Signals
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Before his turn to tech, Arthur made commercials, music videos and films, working with the directors and agencies behind them across gaming, fashion, automotive, and entertainment.
Commercial & Brand
Music Videos & Films
Arthur started his career working for the directors who made him want to do it himself.
Early Work
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Lots to say about this experience, but here is some of the work from that time.
The only documentation of one of the many projects I made: an iMac computer with a working keyboard connected to LED lights for the monitor. Thanks Radio Shack (and Canal Street)! Trailer for Eternal Sunshine of the Spotless Mind:
Visit IMDB →And a wacky music video I shadow-directed for the DVD:
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More to come.
Visit IMDB → -
More to come.
Visit IMDB →