I spent most of my career as a Creative Director, and the part of the process I kept coming back to was everything that happens between the brief and the finished work. That part has always been messy. Ideas start in notes, references, decks, chats and people’s heads. Then you jump between different tools to develop the thinking, find references, visualise a direction, work out the art direction, make a film, build executions and eventually sell the idea. When AI arrived, most creative tools focused on the end of that process: make an image, make a video, make an asset. I became much more interested in what happens before that. What if the creative workspace itself was rebuilt around AI? What if you could explore more directions, see ideas as they develop, push the art direction and bring an entire campaign world to life without jumping between a dozen different tools? That became Heista. Heista is a visual creative development workspace built for agencies. It brings brand context, ideation, visual exploration, art direction, campaign development into one place. The ambition is bigger than another AI tool. I think agencies are going to need a new kind of creative workspace for the way creative work is changing. One where AI is built into the process, but the direction, taste and judgement still belong to the creative people using it. I also decided early that I didn’t want to tax creative exploration, so there’s no markup on AI generation. You pay the provider cost, with new models added regularly as they become available. It’s taken a lot of building, changing direction and using it on actual creative work to get here. I’d love to hear what people think.

Heista

Visual creative development workspace for agencies

Visual creative development workspace for agencies