The future has never had more potential. Let's build it.
At the centre of our approach is Realization - a process that enables deep collaboration with founders to surface the fundamental truth and unique opportunity behind the product, business, and brand.
A selective, operator-designed lab-to-launch programme, shaped by decades of experience building at Apple and Palantir, and telling the world’s most important technology stories at WIRED.
Narrative clarity and elevated design.
Narrative clarity and elevated design.
Develop your executive presence to maximise every opportunity.
Develop your executive presence to maximise every opportunity.
Unlock hard-to-access networks of prospective investors and clients.
Unlock hard-to-access networks of prospective investors and clients.
Establish your unique identity with clarity and purpose.
Establish your unique identity with clarity and purpose.
Guidance from day one to exit: drawing on the experience of our advisors, and founders.
Guidance from day one to exit: drawing on the experience of our advisors, and founders.
Greg Williams
Chairman
Former Editor-in-Chief of WIRED UK and Deputy Global Editorial Director of WIRED, Greg Williams is a globally recognised technologist, storyteller, advisor and public speaker. Over nearly a decade leading WIRED, he became a leading authority on how technology is reshaping organisations, society and every major industry.
Greg has interviewed global leaders including Microsoft founder Bill Gates, CEO Satya Nadella, UK Prime Ministers Tony Blair and Boris Johnson, Google DeepMind co-founder Demis Hassabis, Pfizer CEO Albert Bourla, LinkedIn founder Reid Hoffman, BMW CEO Harald Krueger and Skype co-founder Niklas Zennstrom.
He regularly speaks at the World Economic Forum in Davos, the UN AI for Good conference, Founders Forum, DLD, Web Summit and Cannes Lions.
He was awarded the British Society of Magazine Editors’ Editor of the Year (Science & Technology) in 2017, 2019, 2020 and 2024, and serves as Chair of the 2026 Orwell Prize for Journalism. His seventh book Code, Capital, Power: How Big Tech Companies Redefined Markets, Reshaped Global Order and Are Transforming Society in Their Image will be published in 2027.
Gerard McAtamney
Partner — Venture and GTM
Gerard is an advisor and angel investor in early-stage technology companies including ElevenLabs, FLUX Computing, Headspace, NOTHING, Nscale and Outtake. He was the first non-technical hire at Palantir in the UK, where he spent 14 years driving international growth and establishing the London headquarters, focusing on leverage, go-to-market, PR and communications. Prior to Palantir he specialised in public-private security partnerships, working with the former US Secretary for Homeland Security, the former UK Home and Defence Secretaries and the former UN Under-Secretary-General for Safety and Security. During the 2012 London Olympics he led a public-private security communications project for the Home Office. He is a member of the Executive Committee of the US State Department’s Overseas Security Advisory Council and has curated events for New York University, NATO, TED and WIRED.
Brydon Gerus
Senior Creative Advisor
Former Creative Director at Headspace, Brydon worked directly with the founders to develop the brand and help bring meditation into the mainstream. He later joined vertical farming pioneer Plenty as Chief Creative Officer, supporting its growth, building a category-defining brand and shaping the narrative behind over $1B in funding. Earlier in his career he worked at Media Arts Lab on the launches of iPad, the App Store and Apple Watch. Brydon founded VCG in Los Angeles in 2023 and continues to serve as a close creative advisor and brand partner.
Max Monaghan
Associate
Data-driven analyst with a First-Class degree in Business Management with Accounting & Finance. Currently completing an MSc in Data Science & AI, combining quantitative finance expertise with advanced programming and machine learning capability.
Tom Hares
CEO and Partner
Tom led Media Arts Lab’s (Apple’s agency of record) £350M, 150-person European operations — a business where he was a founding member — becoming the youngest Managing Director in the agency’s history and leading its largest international office.
Over a decade partnering with Apple during the Steve Jobs era, he worked on the launches of the iPhone, iPad, App Store and Apple Watch across London and LA, contributing to campaigns including iPod Silhouettes, Mac vs. PC, iPhone demos and “There’s an App for That.
He later founded and led a consumer micromobility venture described by The Guardian as “the Netflix for bikes.” As a pioneer of bike and e-bike subscription, he developed hardware and software, led strategy and operations, and raised $10M from VCs, family offices (including the Adidas family), a NYSE-listed corporate investor and the UK Government.
He currently serves as Chairman of Brompton’s subscription and rental business and is a member of the UK board.
Sheelagh McNamara
Director, Voice
Sheelagh McNamara is an internationally recognised voice, speech and presentation trainer with 35 years of experience. Her clients include CEOs of Fortune 100 companies and public-sector leaders across government, finance, media and consulting. She has extensive experience preparing clients for political forums, television debates, radio interviews, speeches and presentations. Sheelagh co-created and led the Royal Academy of Dramatic Art (RADA) Executive Presence for Women programme for 12 years, training over 1,000 leaders. She holds a postgraduate degree in Voice Studies from the Royal Central School of Speech and Drama, is an NLP practitioner, a qualified teacher and executive coach, and holds the Certificate in Professional Coaching from Henley Business School.
Antoine Choussat
Senior Creative Advisor
Antoine Choussat is an award-winning creative director and brand advisor known for shaping some of the most influential product storytelling of the last decade.
He spent over ten years at Apple working across global communications with Media Arts Lab, creating Shot on iPhone, now a long-running cultural platform. He later became Snap Inc.’s first Creative Director, reporting directly to founder Evan Spiegel, where he built the company’s internal brand creative function and strengthened storytelling across product and marketing.
In 2020 he returned to lead creative for Apple’s Services ecosystem — including App Store, Apple Music, Arcade and Podcasts. He also advises startups and established companies on positioning, brand systems and product experience, and today serves as VP of Brand at Canada Goose, partnering with CEO Dani Reiss and Creative Director Haider Ackermann.
Dan Huggins
Associate
Economics graduate from the University of Bristol with a focus on quantitative analysis. Built an algorithm placing in the top 0.01% of Fantasy Premier League players and applied data analysis techniques in research rediscovering fine art’s most valuable lost masterpieces.
Greg Williams
Chairman
Former Editor-in-Chief of WIRED UK and Deputy Global Editorial Director of WIRED, Greg Williams is a globally recognised technologist, storyteller, advisor and public speaker. Over nearly a decade leading WIRED, he became a leading authority on how technology is reshaping organisations, society and every major industry.
Greg has interviewed global leaders including Microsoft founder Bill Gates, CEO Satya Nadella, UK Prime Ministers Tony Blair and Boris Johnson, Google DeepMind co-founder Demis Hassabis, Pfizer CEO Albert Bourla, LinkedIn founder Reid Hoffman, BMW CEO Harald Krueger and Skype co-founder Niklas Zennstrom.
He regularly speaks at the World Economic Forum in Davos, the UN AI for Good conference, Founders Forum, DLD, Web Summit and Cannes Lions.
He was awarded the British Society of Magazine Editors’ Editor of the Year (Science & Technology) in 2017, 2019, 2020 and 2024, and serves as Chair of the 2026 Orwell Prize for Journalism. His seventh book Code, Capital, Power: How Big Tech Companies Redefined Markets, Reshaped Global Order and Are Transforming Society in Their Image will be published in 2027.
Tom Hares
CEO and Partner
Tom led Media Arts Lab’s (Apple’s agency of record) £350M, 150-person European operations — a business where he was a founding member — becoming the youngest Managing Director in the agency’s history and leading its largest international office.
Over a decade partnering with Apple during the Steve Jobs era, he worked on the launches of the iPhone, iPad, App Store and Apple Watch across London and LA, contributing to campaigns including iPod Silhouettes, Mac vs. PC, iPhone demos and “There’s an App for That.
He later founded and led a consumer micromobility venture described by The Guardian as “the Netflix for bikes.” As a pioneer of bike and e-bike subscription, he developed hardware and software, led strategy and operations, and raised $10M from VCs, family offices (including the Adidas family), a NYSE-listed corporate investor and the UK Government.
He currently serves as Chairman of Brompton’s subscription and rental business and is a member of the UK board.
Gerard McAtamney
Partner — Venture and GTM
Gerard is an advisor and angel investor in early-stage technology companies including ElevenLabs, FLUX Computing, Headspace, NOTHING, Nscale and Outtake. He was the first non-technical hire at Palantir in the UK, where he spent 14 years driving international growth and establishing the London headquarters, focusing on leverage, go-to-market, PR and communications. Prior to Palantir he specialised in public-private security partnerships, working with the former US Secretary for Homeland Security, the former UK Home and Defence Secretaries and the former UN Under-Secretary-General for Safety and Security. During the 2012 London Olympics he led a public-private security communications project for the Home Office. He is a member of the Executive Committee of the US State Department’s Overseas Security Advisory Council and has curated events for New York University, NATO, TED and WIRED.
Sheelagh McNamara
Director, Voice
Sheelagh McNamara is an internationally recognised voice, speech and presentation trainer with 35 years of experience. Her clients include CEOs of Fortune 100 companies and public-sector leaders across government, finance, media and consulting. She has extensive experience preparing clients for political forums, television debates, radio interviews, speeches and presentations. Sheelagh co-created and led the Royal Academy of Dramatic Art (RADA) Executive Presence for Women programme for 12 years, training over 1,000 leaders. She holds a postgraduate degree in Voice Studies from the Royal Central School of Speech and Drama, is an NLP practitioner, a qualified teacher and executive coach, and holds the Certificate in Professional Coaching from Henley Business School.
Brydon Gerus
Senior Creative Advisor
Former Creative Director at Headspace, Brydon worked directly with the founders to develop the brand and help bring meditation into the mainstream. He later joined vertical farming pioneer Plenty as Chief Creative Officer, supporting its growth, building a category-defining brand and shaping the narrative behind over $1B in funding. Earlier in his career he worked at Media Arts Lab on the launches of iPad, the App Store and Apple Watch. Brydon founded VCG in Los Angeles in 2023 and continues to serve as a close creative advisor and brand partner.
Antoine Choussat
Senior Creative Advisor
Antoine Choussat is an award-winning creative director and brand advisor known for shaping some of the most influential product storytelling of the last decade.
He spent over ten years at Apple working across global communications with Media Arts Lab, creating Shot on iPhone, now a long-running cultural platform. He later became Snap Inc.’s first Creative Director, reporting directly to founder Evan Spiegel, where he built the company’s internal brand creative function and strengthened storytelling across product and marketing.
In 2020 he returned to lead creative for Apple’s Services ecosystem — including App Store, Apple Music, Arcade and Podcasts. He also advises startups and established companies on positioning, brand systems and product experience, and today serves as VP of Brand at Canada Goose, partnering with CEO Dani Reiss and Creative Director Haider Ackermann.
Max Monaghan
Associate
Data-driven analyst with a First-Class degree in Business Management with Accounting & Finance. Currently completing an MSc in Data Science & AI, combining quantitative finance expertise with advanced programming and machine learning capability.
Dan Huggins
Associate
Economics graduate from the University of Bristol with a focus on quantitative analysis. Built an algorithm placing in the top 0.01% of Fantasy Premier League players and applied data analysis techniques in research rediscovering fine art’s most valuable lost masterpieces.
Turning legacy sensor infrastructure into real-time operational intelligence
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Washington DCAccelerating safer, smarter cardiovascular medicines
Washington DCTransforming Neuro Diversity Diagnosis and forgotten lives
Dublin, IRETransforming Neuro Diversity Diagnosis and forgotten lives
Dublin, IREForecasting Weather in Space to Protect Infrastructure on Earth
Boulder, COForecasting Weather in Space to Protect Infrastructure on Earth
Boulder, COAdvancing human recovery technology with the greatest minds at MIT
Cambridge, MAAdvancing human recovery technology with the greatest minds at MIT
Cambridge, MAReinventing nutrition by putting fibre back into food
San Francisco, CAReinventing nutrition by putting fibre back into food
San Francisco, CA
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