AUCKLAND, Today: The Sweetshop’s AI-focused creative studio The Gardening Club just got a major boost, welcoming Colin Davis as Global Head of Innovation — and yep, they’re feeling pretty damn lucky about it.
If the name’s new, the work won’t be. Colin’s behind the AI-led Pedigree Adoptable campaign that’s turning heads (and winning awards) everywhere. He’s also shaped standout campaigns for Google, Disney, Meta and the NBA.
Joining futurist Tom Roope, AI artist Jacqui Kenny and The Sweetshop’s Melanie Bridge, Colin’s here to explore what creative potential looks like when you mix sharp tools with sharper intent.
Before this, he led innovation at Nexus Studios in London and LA — always pushing ideas, workflows, and possibilities. “The tools are moving fast,” he says.
“But we’ve still got to slow down enough to ask the big questions: Are we making something meaningful? Are we helping creatives thrive? Are we actually pushing culture forward?”
“I’ve been working with AI for over five years now. The hype’s never been the drawcard for me. It’s about using the tools to connect. Not just wider, but deeper.” – Colin Davis
Ben Dailey, MD/EP at The Sweetshop NZ, says Colin’s timing couldn’t be better. “The AI space is evolving at pace, and Colin brings the clarity and experience for agencies and brands figuring out where to go next.”
“He’s the one who helps turn aspiration into concise action.”
In his new role, Colin’s working closely with The Sweetshop’s management and partners to make sure AI unlocks bolder storytelling—while keeping creativity right at the centre.
“I’ve been working with AI for over five years now,” says Colin. “The hype’s never been the drawcard for me. It’s about using the tools to connect. Not just wider, but deeper. That’s what The Gardening Club is all about, making sure technology amplifies meaning, not just noise.”
Co-Founder Melanie Bridge adds, “We’re not chasing AI trends. We’re cultivating ideas that connect. And Colin’s voice is going to be essential to how we grow.”
Colin puts it best: “This moment is disruptive, sure. But that’s not a bad thing. Disruption creates the space to rebuild—better, braver, more human. We just have to make sure we’re using the tools, not letting them use us.”
- Got questions about AI? Colin’s all ears: colin@thegardening.club
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