I’m Leroyson (Lee) Figueira, a creative director based in London. I build creative teams and the ideas that put brands in culture, across social, content, experiential and partnerships.

Most recently I founded and led 160over90’s European creative team, growing it from a single hire to 12+ people and leading creative for Visa’s Olympic and Disney partnerships, Nike, Marriott International, DP World, HSBC and Paco Rabanne.

Before that I led creative at Qumin, helping Western brands such as Manchester United and Net-A-Porter reach audiences in China, and at Grey London and Possible, where my digital innovation work for Lacoste was named Best in Class by Google.

I began my agency career at Havas/Cake, and I’ve worked in London, Amsterdam, Sydney and Shanghai.

Alongside the creative work, I build AI tools to solve problems I’ve faced in agencies: SuperSystem, a platform of AI agents for briefing, research and asset organisation; the Frankly Report, which turns Reddit conversations into audience insight; Seenford, which tracks how AI engines describe and recommend brands; and Selecta, a review tool for AI-generated creative.

I’m open to senior creative leadership roles and consultancy, and I speak about creativity, audience insight and AI for brands. You can reach me at leroyson@hotmail.com.