Jay Harwood Brings Agility and AI Optimism to Versus as Executive Creative Director

Jay Harwood, formerly creative content director at Prose on Pixels, has joined Versus as executive creative director. He will work alongside ECD Justin Barnes to lead creative across all divisions, uniting live action, VFX and design.

A VFX supervisor turned director, Jay brings a reputation for fusing craft with innovative tech to the creative and production studio, known for its culture-driving work for agencies and brands like Audible, Disney, Facebook, JBL, Mercedes, NFL and Viacom.

“Jay brings a sharp, creative eye and a constant curiosity about what’s next,” said co-founder and ECD, Justin Barnes, in an announcement. "He’s comfortable moving between entertainment, advertising and branded work, exploring new technology without ever losing sight of the craft. We’re excited to have him shaping what’s next across all our divisions.”

LBB caught up with Jay to discuss this move further, and his plans for the role going forward.

LBB> Jay, how did this move come about?

Jay> It was quite serendipitous, really. We had crossed paths with pitches and briefs before. But at the beginning of the year, there was a recommendation, a brief and then a connection – multiple avenues all at the same time. So we continued a few more conversations. When I was talking to Rob [Meyers, MD] and Justin [Barnes, ECD], there was total synergy. Everything aligned, from their work etiquette to their approach for finding solutions, to their drive and motivation for creative excellence – all while working within the realms of feasibility. Talking with the guys, I couldn't agree with them more.

LBB> What was Versus looking for from you?

Jay> These guys want to grow and scale, but still with craft and creative first. They’re on a winning streak, so Rob and Justin need to be able to think about the bigger picture for the company, and they need somebody to step in who's not just a one-project creative director. I still like being in the creative process but also my experience at my previous few companies has been in scaling companies in a way that empowers creatives.

They're a multi-discipline studio but they're doing it in a slightly different way to the norm, which is totally aligned with how I go about it. They do end-to-end work, brand work, agency work, and entertainment. I have a slightly different skillset, but there's a lot of overlap with design, VFX and live action – those styles and skills complement each other. Hopefully, everybody we will be bringing in or working with will have that multi-disciplinary nature – I love that about them.

LBB> You say Versus are doing things differently. How have your previous roles at Prose on Pixels, Edisen, Taylor James and elsewhere prepared you for this new role?

Jay> Starting from 1stAveMachine, it was all about craft and creative excellence, owning your own perspective on a brief and elevating every step of the way. At Taylor James, it was about building and empowering other creatives to be able to do more and be passionate. You can teach a lot of other things, but you can’t teach attitude, and I’ll always give someone who's passionate and who wants to do more the opportunity to do so. So there, we grew the Americas business and I learnt to think about the bigger picture.

Moving to Edisen [in 2022], I learned how to hustle and work with a global network of talent, making their work more bespoke to briefs’ different styles. I also picked up the AI game from that moment. Technology and data balanced with good creative is the future, and AI has a part in that.

Moving to Prose on Pixels, I wanted to see how AI and brand-client collaboration could get closer to production – and then saw how that could translate into independent studios, who can do more… Quite honestly, they are what is needed in this industry. They need us to be agile. They need us to be nimble. They need us to be able to react in a way that gets access to top tier talent.

LBB> LBB spoke to you in 2023 and you were very optimistic about AI as a tool for expediting the creative process. With all the technological and industry developments since then, has your stance changed at all?

Jay> I have a lot of optimism… I’m doing a side project at the moment – an AI film / spec spot. It’s all-action! There are explosions, soldiers – it’s the stuff I'd love to do in live action but you’d be looking at a really complicated $3 million job. It's still filmmaking; there's still narrative, concept and design in there… there would be visual effects, and then there's the live action component to make it something tangible and realistic. And whilst I don't want to necessarily say I want to do AI films forever and ever, there is a place for this technique. And there's no denying that.

It's not going away. It's getting better and better even quicker than we thought a year and a half ago. I saw another spec spot for Land Rover, where they shot the car and then traveled the world with AI. I would love to be a director who goes to 10 different countries on a two-month shoot, and has good old knees up along the way. But now, there's no point in spending that money for those shots. No point! They got the performance, the main hero concept in live action, and then they supplemented it with AI – it's just the right tool. It's about using the right tool for the job.

Versus is about that multi-disciplinary nature and having the right tool for the job. If it's live action, we're going to shoot live action. If it [requires] puppeteering or stop motion, motion design or AI, we'll put it forwards and we'll be the experts. I don't think anybody can necessarily say they’re the experts in AI just yet, but we're getting there. It's all about practice and being on top of what's coming out.

So there is a place for AI. There's no denying it. There are many areas that it fails in - big time! But content creation isn't going anywhere, arguably you’re going to get more. It's just a case of how do we do it? And how many compromises do you want to make along the way? So my stance has not changed at all… it's just another tool in our pocket.

LBB> How have you seen AI being used recently?

Jay> The agency world is using it as a companion. Now, before AI was even around, I saw briefs and scripts that were literally identical, so let’s not pretend that brands aren’t drawn to certain ways of communicating in marketing. And let's face it, as you get more experienced and quicker, you use and modify what you’ve done before… You can’t always be cutting edge and breakthrough.

Now with AI as a companion, I would say that agencies are actually coming out with some better creative based on their brand knowledge and other insights. And they're willing to sell through a concept that is a little bit more interesting because they can support it with visuals.

The VFX industry is going to hurt because of AI, but actually it might be encouraged to get more wild ideas in front of clients without them thinking it's too crazy. There are starting to be more experimental ideas there, and if you can't spend $50,000 on a pitch, now you've got AI to do it. Fewer ideas might fall through just because they’re a little bit out there.

LBB> Now you’ve joined Versus, what are some of your main goals for the rest of the year and beyond?

Jay> Two immediate things: Business-wise, I want to talk to old and new relationships and start winning great work. And I also want to show off Versus and their work. I want to increase our capabilities and portfolio. My remit is to expand business and as an ECD, that isn't just a one-off thing. It’s the bigger picture, which has strategy and business woven into that.

Everybody I've worked with at my last four companies has always said I’m a rare breed who understands creative and business. It's really important to understand what you're promising, and to be accountable for it. It's easy to sell Hollywood, but if you can't make Hollywood, then you know you're falling short. So as a creative leader and a business and strategy mind, it's just another problem – I love that!

I'm a problem solver. Versus is a problem solver. Give me a brief and I'll figure out a creative solution that looks more expensive than it is. I understand all the different disciplines, so I know where we might get a bigger bang for our buck. Brands and agencies are expecting a little bit more of that.

You have the same power as the big studios nowadays, and I think there are a lot of opportunities for studios, like Versus, that are smaller and agile, with people who really understand the full process. From what I’ve learned so far, [Versus] are doing really well, and they just need to continue doing that. I'm going to hopefully enable them to do more of that.