Design leadership built on 14 years of craft
I am Elderlan Souza, a design leader and creative technologist in London. I lead specialists across motion graphics, 3D, UX and generative AI, and I build the tools behind the work: production AI pipelines, internal apps and automation that turn frontier technology into shipped campaigns. My job is the bridge between what leadership sketches on a whiteboard and what a creative team actually uses on Monday morning.
From primetime broadcast to AI production
I started in broadcast design in Brazil, earning a seat in the directors' room at TV Globo and creating the visual system for a national primetime show. From there, through BBC World Service Brazil to leading the 3D and motion team at Bally's Interactive, the thread has stayed the same: craft in service of systems, and systems in service of the business.
The tools change monthly. Judgment holds. My job is to know which questions to ask before a model is allowed anywhere near the brand, and to build workflows that answer them by default.
Elderlan Souza
AI Design Leader