THE GLASS HERMIT

Creative direction and production oversight for The Glass Hermit, an original short film by Oscar-winning set designer Shona Heath, commissioned for Northern Data Group. Launched simultaneously across Times Square (NYC), Piccadilly Circus (London), and Moxy Downtown (LA), the work generated over 2 million impressions in its first week. Watch the film

Concept

Technology as creative infrastructure: The brief was to demonstrate how Northern Data's AI infrastructure could enable genuinely new forms of artistic expression. The approach centred on inviting Shona Heath, working with AI for the first time, to use the technology as a creative medium, positioning Northern Data not as a vendor but as an enabler of cultural work.

Design

Structured creative freedom: The creative direction established a framework that gave Shona full artistic autonomy while maintaining alignment with Northern Data's brand vision. This balance, between institutional clarity and genuine artistic latitude, was central to the outcome: a deeply personal, AI-driven artwork that remained coherent as both campaign and cultural object.

Delivery

End-to-end oversight spanned artist outreach, concept development, technical alignment, and a coordinated simultaneous launch across three flagship out-of-home locations. The work generated press coverage in Artforum and Vogue, and demonstrated the potential of AI infrastructure as a platform for high-profile cultural commissions.