THORBJØRN FESSEL
HELLO.
Creative AI Director and AI Lead at Uncle Grey (WPP). I set AI direction for creative teams and clients and build the systems that turn it into delivered work: agentic workflows, MCP automation, and AI-driven film, stills and motion for global brands.
See the agency's work at unclegrey.dk.
I come from 15 years of high-end commercial production as DoP, editor, VFX and motion artist, sound designer and producer. That craft is why the AI work holds up.
Father of one, living in Hvidovre, Copenhagen with my family and a big cat.
A lifelong musician: I score for clients at Uncle Grey and make my own music, from huge festival stages to small short films.
I play the piano and lead guitar, and also played the French Horn for many years back when I was a teen as a member of the Tivoli Boys Guard in the Tivoli Gardens.
A strategic creative leader, a hands-on AI builder and a commercial producer in one.
3 Cannes Lions · 12 Cannes shortlists
D&AD Wood Pencil · 3 D&AD shortlists
7 Creative Circle wins
Eurobest Silver and Bronze · Danish and European Effies
Featured work
LESSPROMPTANDPRAY
AI MASTERY
AI that ships.
I build multi-model workflows and agentic systems for real production, and lead the teams that run them. This site was built in one day.
Autonomous Systems,
Built for Real Impact.
I develop, train, and deploy MCP (Model Context Protocol) agents as a core part of my daily practice — building pipelines that bring precision, scale, and consistency to complex, repeatable workflows across any discipline.
I'm building an MCP-based system at Uncle Grey that automates a weekly retail publication for one of Denmark's largest supermarket chains. It connects to client and internal servers, templates and production software, and handles layout, copy, pricing and image versions across multiple LLMs.
A structured, repeatable pipeline that produces in hours what a team of five designers needs 3–4 days for, freeing people for higher-value creative work.
Global launch, rebuilt with AI
When the German Grey office couldn't deliver, I originated the creative direction, made all key stills with AI and led 3–4 production artists on the finish. Volvo asked for more, so I trained five people on the German team to run the method themselves.
Collection film without a film crew
AI-driven spring/summer stills and film instead of a crew travelling to shoot on location. I originated the concept, hired the 3D artist and produced as creative producer and AI creative director. An AI pitch film opened the door.
Unusable footage, delivered anyway
An external production delivered unusable footage. I kept the lead, rebuilt everything else with AI visuals and video-model motion, and recomposited the film for the client. A 3D artist would have needed 2–3 weeks.
One of Denmark's largest internet providers
I showed what AI could do with their older campaigns. The result: 15 new stills made from archive material, 5 of them extended into film.
Teaching teams to work with AI
Two keynotes (audiences of about 50 and 200), 4–5 workshops, 10 team sessions and 8–10 colleagues trained at Uncle Grey.
Strategy & Prototyping
Setting the right AI strategy by deeply understanding client challenges. Mastering emerging GenAI tools to build functional prototypes that bring concepts to life in pitch rooms and rapidly validate ideas.
Autonomous Agents & Architecture
Engineering hyper-complex ComfyUI pipelines and building advanced autonomous AI agent systems. Orchestrating custom multi-model workflows capable of multi-step decision-making.
Asset Generation & Model Work
Producing film, motion and still assets with the leading GenAI models, plus custom-trained ComfyUI models for internal client production. Choosing the right engine for each job.
MODEL STACK & CAPABILITIES
Claude, GPT, Gemini, Qwen. Claude Code and Google Antigravity for agents and vibe-coded prototypes.
Seedance, Veo, Kling, LTX, Wan, Sora (VFX, in-painting, complex motion control). Used stand-alone or in custom ComfyUI workflows.
Nano Banana, GPT, Midjourney, Ideogram, Flux, Recraft. Custom-trained models integrated into ComfyUI pipelines, used internally for client production.
AUDIO EXPERTISE
Music Composition & Production
Scoring evocative soundtracks, acoustic themes, and modern electronic records tailored for global cinematic campaigns and brand narratives.
Audio Engineering
Experienced audio technician for live studio voice-over recording sessions, paired with full audio post-production, mixing, and mastering—delivering broadcast-ready sound for high-end commercial campaigns across all playback systems.
Sound Design & Foley
Crafting custom auditory environments, tactile texture details, and immersive soundscapes that elevate narrative flow and visual depth.