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The Sweetshop’s The Gardening Club welcomes Colin Davis as new global head of innovation
The Sweetshop’s AI creative studio, The Gardening Club, has welcomed Colin Davis as its new global head of innovation.
Davis brings extensive experience in using technology to support storytelling across various campaigns.
His AI-led work on Pedigree’s “Adoptable” campaign has received recognition at several award shows. He has also contributed to projects for companies such as Google, Meta, Samsung, Disney and the NBA.
Davis joins The Gardening Club’s founding crew: Tom Roope, Jacqui Kenny and The Sweetshop’s co founder Melanie Bridge.
Before landing this new role, he was leading innovation across Nexus Studios’ London and LA offices. “The tools are moving fast,” he says, “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?”
Turn aspiration into action
“Colin brings exactly what the moment needs,” says Ben Dailey, The Sweetshop’s managing director/ executive producer.
“The AI space is evolving at pace, and Colin brings the clarity and experience for agencies and brands figuring out where to go next. He’s the one who helps turn aspiration into concise action.”
Davis will be working alongside the management team at The Sweetshop, helping to guide their creative partners, agencies and creatives, and ensuring AI enables bolder, more meaningful storytelling while safeguarding creative decisions.
“I’ve been working with AI for over five years now,” says 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.”
Bridge adds: “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.”
Davis sums it up by saying: “This moment is disruptive, sure. But that’s not a bad thing. Disruption creates the space to rebuild – better, braver, more human. We just have to make sure we’re using the tools, not letting them use us.”
