Simon Crofts


Creative Director
AboutSimon Crofts is a creative director and vision leader shaping how brands move through culture. Over two decades he has led creative for heritage icons and market disruptors alike — from Nike and Carrera to Understated Era and A-chromiq.

Through his practice, studio-c, Simon partners with founders and CMOs to shape brand vision, build creative systems, and produce campaigns that connect culture and commerce. The studio operates globally, drawing on a flexible network of designers, photographers, strategists, and AI specialists — scaling projects while maintaining creative precision.

An early adopter of AI, he integrates tools like Runway, Midjourney, Raspberry AI, and Refabric into concepting and production, expanding creative possibilities without losing craft.

For collaborations, brand partnerships, or fractional creative direction
sc[at]simoncrofts.co