Creative Direction & Systems Thinking

Hi, I’m Alfred, currently at Apple TV Sports, before that Apple Music, Google Cloud, Vevo and Tribeca.

I uncover direction, bring teams together and put systems in place behind brands, products, campaigns and live moments. I believe design can make the everyday surprising and the advanced feel familiar.

Alongside my work within organizations, I develop Field of Action, an independent practice of writing, research, and experiments. Read the Art of Memos or explore the practice.