Inside the Lab: A Q&A with Brad Carter, Creative Director of Innovation at Tag

In this edition of “Inside the Lab”, we’re proud to welcome Brad Carter as Tag’s new Creative Director of Innovation. With a career spanning decades and disciplines, from music production to visual effects and creative technology, Brad brings a fusion of artistic instinct and technical mastery to our Innovation Lab initiative. 

As part of the Innovation Lab, Brad will be helping to shape the future of storytelling, design, and production through AI-powered tools and hands-on experimentation. We sat down with him to explore his vision for tech-enabled creativity, how innovation is transforming the creative process, and why the human element remains at the heart of it all. 

Q: Brad, welcome to Tag. What excites you most about joining the Innovation Lab? 

 A: For me it's, the opportunity to fuse creativity with technology in a way that feels fast, collaborative, and deeply human. The Lab is a space where ideas move quickly, but always with purpose. That balance is what excites me. 

We’re not just adopting new tools; we’re experimenting, refining, and integrating them into our workflows. The goal isn’t automation, it’s augmentation: empowering our teams to deliver smarter, faster, and more emotionally engaging work.

Q: You’ve described AI as a catalyst, not a replacement. Can you expand on that? 

 A: Absolutely. AI enables us to move at unprecedented speed, visualising ideas and sharing them with clients in hours, not days. It’s a creative assistant that helps us think faster and communicate more clearly. The human element is, of course, integral to capturing emotional depth and creative intuition, something that is difficult to replicate with technology at this stage. 

Q: How is AI changing the way we collaborate with clients? 

 A: It’s making collaboration more dynamic. With rapid prototyping and iteration, clients can engage with ideas earlier in the process. They can see, refine, and approve concepts in real time, which creates a more transparent and interactive partnership. 

Q: And what about the human side of creativity, how do you protect that? 

 A: That’s essential. While AI handles speed and execution, it’s human insight, emotion, and storytelling that give ideas their soul and ensures they land with their intended audience. At Tag, we’re committed to using technology to amplify creativity, not replace it. 

Q: What’s your take on brands that are hesitant to embrace AI? 

 A: They risk falling behind, just like some did during the internet revolution. AI is evolving rapidly, and the brands that lean in, test, and learn will be the ones that stay relevant. Tag’s proactive approach ensures we’re always evolving alongside the technology. 

Q: Looking ahead, what’s your vision for creativity at Tag? 

 A: Creativity powered by intelligence. Storytelling enhanced by technology. We’re building a future where ideas move faster, collaboration runs deeper, and craft remains at the centre of everything we do. 

Showcase work created by Brad Carter.