Creativity, Technology, and the Stories We Tell

By Clare Cunningham

Creativity has always been the thread running through every part of my life; from design and storytelling to baking and building communities online. I see creativity as both a skill and as a way of understanding the world: a bridge between ideas, people, and possibility. My professional journey has been shaped by the belief that imagination, when paired with purpose, can drive meaningful change.

I studied Eco Design at Goldsmiths, University of London, following an Art & Design Foundation at Winchester School of Art. Those formative years grounded my practice in the idea that sustainability and design are inseparable and that the act of creation must also consider its impact on people and the planet.

My career since then has spanned creative direction, branding, and content strategy across industries from technology to education and sustainable materials. As Creative Director at Paint Zero, I’ve helped shape an eco-conscious brand rooted in non-toxic innovation, leading its visual identity and communication strategy to ensure its message resonates authentically with audiences. Before that, I worked with clients such as Cambridge University, Amazon, and the British Antarctic Survey, crafting campaigns that blended design, storytelling, and purpose.

Earlier in my career, I co-founded Faberdashery, a pioneering bio-materials start-up that helped advance the use of sustainable plastics in the 3D printing community. It was there that I learned how creativity and technology can merge to open entirely new industries and how storytelling can be just as important as invention when it comes to inspiring others to embrace change.

My professional path has also been wonderfully varied — from managing brand campaigns at Hybrid Media and StudioDavis, to teaching ceramics to inmates at HMP Erlestoke, where I witnessed how art can restore confidence, focus, and self-worth. These experiences have reinforced my belief that creativity is both deeply human and profoundly transformative.

Beyond my professional work, I explore storytelling through digital media. My fairy tale–inspired content has grown a community of more than half a million followers, leading to collaborations with Florence and the Machine and a forthcoming children’s book created with an illustrator. I see this project as a modern folklore experiment. It is a way to use digital tools to reconnect people with timeless narratives and archetypes.

When I’m not working, I find creativity in the quiet rituals of daily life. Baking elaborate cakes, exploring local woods, collecting acorns, or studying ancient history and myth are my favorite passtimes. My favourite historical figure, Eleanor of Aquitaine, embodies the courage and intelligence I aspire to, while my fascination with Inanna, the ancient Mesopotamian goddess, reminds me of the enduring power of feminine myth and transformation.

Even my love of the colour pink carries meaning. It is a small act of reclaiming something beautiful from its gendered past. Pink, to me, is the colour of sunsets, roses, and cherubs - soft, defiant, and full of life.

As for technology, I view AI as one of the most significant creative tools of our time. Like all powerful innovations however, it must be guided by ethics and imagination. I believe the UK has a real opportunity to lead in this space, fostering innovation at every level: from education to enterprise. The creative industries, in particular, have a vital role to play in shaping how AI serves humanity. We must use it not just to automate, but to illuminate: to track inequalities, prevent violence, diagnose illness, and protect our environment. Creativity and compassion should always sit upstream of culture, steering how technology integrates into society.

Looking back, I’m proud of a career defined by curiosity and courage. From helping redecorate the British Antarctic Survey’s Halley Base with eco-friendly paint, to collaborating with The Royal Society, Selfridges, and Wimbledon; from pioneering bio-materials in 3D printing, to inspiring new audiences online through storytelling.

For me, creativity is both a tool and a philosophy, a way of seeing connections where others see divides, and of turning imagination into action. Whether through branding, baking, or building a digital fairy tale world, I am always seeking to create something that connects people, provokes thought, and adds a little more wonder to the world.

Education

BA Eco Design, Goldsmiths College, University of London, London Art & Design Foundation, Winchester School of Art, Winchester AS & A-Levels English Lit, History, Art, French AS, St Anne’s Sixth Form College, Southampton

PROFESSIONAL EXPERIENCE

Creative Director | PAINT ZERO | August ‘23 - present Strategic creative direction, branding and marketing. Senior Creative Account Manager | Hybrid Media | Apr ‘22 - June ’23 Managing a portfolio of campaigns within the tech and higher education category. Branding and marketing from digital media to animation and film production. Product Manager | Kelpi Industries | Nov ‘21- March 22 Agile project management for a bio-tech start-up. Project Manager | StudioDavis | Sep ’20 – Nov ‘21 Managing creative teams for blue chip client projects. Brand and marketing management, creative and strategic direction, Staff recruitment and training. Freelance Project Manager | April ’20 – Sep ‘20 Sustainability focussed design and development. Marketing management. Developing and managing innovative works packages. Lecturer in Art & Ceramics | Milton Keynes College | Aug ’19 – Feb ‘20 Teaching art and ceramics to inmates at HMP Erlestoke. Freelance Project Manager | March ‘17 - July ‘19 Brand design and development. Marketing management. Developing and managing innovative works packages. Creative Director | Jan ’11 - Feb ‘17 | Faberdashery Ltd. Founder and Creative Director. Leading a cutting edge bio materials start-up. Manufacturing and marketing consumables for desktop 3D printing. Freelance Designer / Project Manager | Aug ‘06 - Feb ’10 Working with branding and design agencies, creating and managing eco focussed brand development, creative direction, management of external agencies and stakeholders. Production Coordinator | Sep ‘05 - Mar ‘06 | BBC AudioBooks Co-ordinating all aspects of the pre and post-production of BBC audiobook titles across multiple studios.

Favourite film: Indiana Jones and the Raiders of the Lost Arc

Favourite animation: Spirited Away

Favourite holiday destination: Italy

Favorite Dish: Lobster and chips

Favourite Pastry: Chocolate custard cruffin