James Finlay
Creative Director
James is a creative technologist and public speaker who founded Myth Labs after building and leading Myth Studio. He speaks regularly on the intersection of AI and creative production, advocating for practical adoption over hype.
Background
James studied at Bournemouth University before establishing himself as a freelance animator, working with brands and organisations including Google, EY, and The Football Association.
In 2020, James founded Myth Studio in London as an animation production company, working across FMCG, healthcare, broadcast, pharmaceutical, and advertising. Over the following years, Myth Studio grew into a senior team delivering high-end animation and motion design for broadcast clients.
In 2024, Myth Studio produced a single AI-driven animatic as part of a larger client project. The result made the value of generative AI for market stimulus testing immediately apparent. James founded Myth Labs in Q4 2024 as a specialist AI production department within the Myth Group, focused exclusively on research-ready animatics, video localisation, and AI-driven creative workflows.
Since launch, Myth Labs has delivered 120+ animatics, worked across 20+ markets, and become a global production partner for brands including PepsiCo, Nestlé, and Klick Health.
Speaking & external work
James speaks regularly on AI in creative production. Recent engagements include the Checkout.com AI event, alongside frequent in-house sessions at client offices on practical AI adoption in advertising production.
External features
Selected work
Through Myth Labs, James has led production on AI animatics and localisation projects for global brands including:
- PepsiCo — Ongoing global partnership across Pepsi, 7UP, and other brands. Research-ready AI animatics delivered in 5 days or less.
- Nestlé Compleat (in collaboration with Klick Health) — Hybrid AI animation combining traditional CGI production with AI motion.
- Additional client work — 7UP, Sting, Copa90, Springtime, and Revolt London.