The Glass Hermit
A bold expression of Northern Data Group's Innovation Bravery.
I partner with global brands to create experiences that connect, inspire, and convert. From concept to execution, I transform creative ambition into measurable growth, helping brands tell their story with impact.
The Background
At Northern Data Group the priority is to ensure our brand shows up as a leader in the AI era, not just as an infrastructure provider, but as a catalyst for human imagination powered by technology.
We wanted to step outside the conventions of B2B marketing and prove our belief that AI should amplify, not replace, creativity. That ambition became The Glass Hermit.
The Idea
We partnered with Oscar-winning production designer Shona Heath (Poor Things) and invited her to collaborate with a bespoke AI environment trained on her own body of work.
The result was a wholly original character — The Glass Hermit — inspired by circularity in nature (shell → sand → water → glass). It became both a metaphor for sustainability and a statement of what’s possible when human artistry meets Northern Data Group's AI infrastructure.
Execution
The Northern Data Group team worked with TEAM LEWIS and production partners to bring the vision to life:
- A 60-second hero film and a 10-minute behind-the-scenes documentary.
- An experimental VFX + AI pipeline developed with HELO, Blind Pig, and Absolute.
- Direction and creative leadership by Shona Heath, with performance by Ruby Gaskell.
This was not just a film project — it was a brand platform that embodied our new positioning, Innovation Bravery.
Campaign Rollout
Times Square,
New York
Piccadilly Circus,
London
The Moxy,
Los Angeles
The digital campaign extended the story globally through WeTransfer, Meta (Facebook & Instagram), TikTok, YouTube, LinkedIn, and Cre8ivAI, reaching creators and innovators where they are most active.
The Result
The campaign exceeded expectations and delivered global impact:
83M+ total impressions
35M OOH impressions — 52% above plan
WeTransfer performance ~10× benchmark (VPR 0.59%, OSI 101%)
High engagement on social platforms, with campaign content achieving above-industry-average completion rates on TikTok and Meta
The Glass Hermit – Celebrated Creativity & Innovation
A fusion of AI, artistry, and storytelling that’s captured global attention.
The Glass Hermit by Northern Data Group has been recognized across the creative and tech industries for its groundbreaking blend of generative AI, expressive movement, and poetic storytelling. From editorial features to award nominations, the campaign has made a lasting impact.
- Muse by Clio hailed it as “Northern Data Group’s fusion of AI and the natural world … among the most artsy campaigns of the year” – musebyclios.com.
- The Drum named it Ad of the Day (Dec 11, 2024), highlighting its theatrical blend of AI and human performance – Shorty Awards.
- AdAge featured it among “13 Creative Campaigns to Know About”, praising its innovative integration of B2B technology and artistic storytelling – Shorty Awards.
- Shorty Awards (17th Annual, 2025): Finalist in the Generative AI category under Creative Use of Technology – Shorty Awards.
- Clio (via Muse by Clio editorial): Though not an official award winner, it was described as “a David Bowie video crossed with Cirque du Soleil”, celebrating its exuberance and imaginative approach – musebyclios.com.
Why It Matters
For us, The Glass Hermit is a milestone in Northern Data Groups’s journey. It reflects our shared belief that the future of AI is not only about performance, but about empowering creativity and inspiring bold ideas.
By joining forces, we ensured this project delivered not only on creative ambition, but also on strategic impact, showing the world how Northern Data Group's infrastructure makes innovation possible.