Technology Empowers Creativity with Justin Weller

Justin's very first job was at 10 years old because, like many 10 year olds, he wanted enough money to buy parts for a gaming computer. This is where his love for all things technology began. 

His professional career began in motion graphics, where he designed large-scale content and experiences for global brands such as Google, YouTube, Spotify, and Mercedes. Later, he joined PwC Australia, combining his motion graphics expertise with development to explore the potential of Augmented and Virtual Reality (AR/VR) as emerging storytelling and communication tools.

“As we grow with technology, so does the way we receive, interpret and interact with content. Through AR/VR, we can achieve a whole new level of storytelling that is gamified and immerses the senses,” said Justin.

During his time at PwC, Justin became a Global Subject Matter Expert in AR/VR and a creative technologist, managing a white-label platform that empowered teams worldwide. This experience led him to KOJO, a sports and experience agency with a strategically-led creative offering. At KOJO, Justin worked with a diverse range of clients, including BMW, MINI, Cricket Australia, FIFA, adidas and the ICC, and transitioned to the role of Head of Strategy and Digital, where research and collaboration was fused to drive insight-led creativity.

Justin has a unique blend of technical expertise and zero-to-one product vision, consistently delivering groundbreaking solutions that have shaped the AI landscape and transformed industries worldwide.

Today, Justin’s skills have led him into Wellcom’s arms. 

His new title as director of technology at Wellcom sees Justin join their executive team, where he will be leading the charge on Wellcom’s strategic growth and development of technology. 

“There’s so much opportunity here (at Wellcom),” he said, “technology is foundational throughout the company and has been since their humble beginnings. Tech has been powering their production services from the start.” 

“Each of our clients are facing unique challenges and under Justin’s leadership, we are set to build on our existing technology expertise, with consideration of AI-powered systems, as well as specific product and design principles and methodologies to enhance the work we are doing for our clients,” says APAC CEO Andy Lumsden. 

Justin went on to describe the emphasis that is placed on technology at Wellcom, and noted the amazing work being done by the leadership team to transform the business. According to Justin, Wellcom is really shifting the dial on piecing together creative and production. 

“They’ve created a really wonderful momentum that has a focus on how technology can be weaved throughout all forms of the business,” he said. 

He noted that clients are focusing on efficiency and how to use their content effectively and for a long time after its initial release. His role as director of technology will focus on not only all aspects of how technology can be used, but how it can make a process faster for clients and the creative teams. 

The Wellcom team are fiercely considerate of the delicate balance between creating human-centred designs and harnessing the capabilities of AI.

Justin says “applying emerging technologies is not a one size fits all. We will co-create with our clients and explore how AI algorithms and technology models can be trained based on our individual client datasets, leading to the best possible bespoke outcomes.

As AI becomes more prevalent in our lives, agencies must navigate the fine line between tailoring experiences to human needs and understanding the realities and limitations of AI systems.

Justin is considerate of the practical strategies and approaches to strike this balance effectively.

“Wellcom has broken the silos of creative, production and technology. The agency model now offers a seamless integration of team and thinking, where all disciplines have a seat at the table”, says general manager Sydney, Marnie Darren.  

The collaborative nature of designing AI-powered products, emphasising the importance of cross-functional teamwork, was a driving force for Justin joining the Wellcom team.

“I think when you start weaving creative, production and technology together, you create the potential for much broader pieces that are not just content, experimental pieces, and we are immersing ourselves into the content. Asking how we can engage audiences to get them onboard, to understand that message, to act as a result of the work,” he noted. 

It is clear to Justin that Wellcom, Marnie Darren and CD Oli Hammerton included, are investing in the right people to drive this change and ensure that the business is at the very forefront of technology and at the top of their game. 

“Wellcom thrive in this ever-changing environment and I am excited to elevate our capability and capacity within an evolving landscape and emerging trends to solidify our position as a leader in this space,” he said.