Rob Corradi

Freelance Creative Director

London, United Kingdom
I have been creatively involved in digital since my early teenage years when it was new, exciting and magical. This passion, a degree in film & graphics and a placement at IBM’s Multimedia Research labs saw me surface in the young world of interactive media in 1994. Everything that excited about digital then continues to be what drives me today. Digital offers endless opportunities to enhance what exists and to inspire the new, with the user firmly at the heart of it all. I love to engage, entertain, inform and aid people through my medium of choice, regardless of the platform. My long-standing entrepreneurial spirit and creative nature ensures I am constantly driven to seek out fresh ways of doing so. During my eighteen years in the industry my work has been recognised by BAFTA, Cannes, D&AD, Webbys, SXSW, NMA, Campaign among others, and includes several “Best in Show” and Gold-wins.

Work Experience

Critical Mass

Creative Director

November 2012 - Present London, United Kingdom


Founder, Creative Director

I started my consultancy NeonState to revitalise myself with the buzz that comes from working with clients directly, to refresh my practical skillset with current best-practice, and to return to driving projects from concept through to delivery. I manage the full process, looking after the new-business and creative myself and out-sourcing builds to a network of freelance individuals and teams. This allows me to deliver creative and financial value to NeonState’s clients, whilst still offering a broad range of services. I have also begun working on my own mobile apps, taking advantage of R&D tax credits to assist in funding what I intend to be a range products under a single new brand.

Clients include mydeco, Circus, Hardys, Betfair, Faber and Orange.
January 2009 - London, United Kingdom


Interactive Director

Alongside NeonState, I am also on unit9's roster of Interactive Directors. I pitch and work on large-scale, big-budget projects, working with clients and production teams globally. Much of this work is for ad-agencies, which brings with it the necessity of understanding the end-client's needs, working with multiple partners, and satisfying multiple stake-holders with different objectives. Projects are often time-critical with supporting media pre-booked, so flexibility in approach, effective communication and creative diligence is key.

Clients include Mercedes, Medco, Sony and Boost Mobile.
March 2011 - October 2012 London, United Kingdom


Founder, Creative Director, Joint Managing Director

I put together Preloaded in response to what was happening around me in the late 90's as dot-com mania took hold. Established agencies were ballooning in size and as result many were over-charging and under-delivering to their clients, and as a creative I felt standards were falling. My aim was to create a tight team that delivered great creative at affordable rates. As the larger agencies fell, that's exactly what we did. The model contributed to Preloaded's rise within the sector, and its award-winning international reputation. During my nine years there, my roles and responsibilities constantly evolved as the business developed and included;

• Creative; creative direction, art direction and design
• New-business; pitch prep / presentation, budgets, schedules, proposals
• Production; design and build, quality assurance / control
• Marketing; eCRM, press relations, awards, conference speaking
• People; interviews, appraisals, personal development plans, mentoring

Clients included BBC, Channel 4, MTV, Cartoon Network, Coca-Cola, Cadbury, Disney, dunhill, Science Museum, Microsoft, Nokia, Unilever, Honda and EMI.
December 1999 - December 2008 London, United Kingdom

Good Technology

Design Manager

I was responsible for the design team during a time when many traditional designers were moving into digital design as a result of the dotcom boom. They required a considerable amount of mentorship and motivation to fully understand digital. This led to the birth of the linkdup mailing list (which was to later become the design portal) to excite the creatives of the possibilites by ensuring they were exposed to the best digital work from around the world.

Clients included Chupa Chups, EMI, Audi, Ben Sherman, BT and Lloyds.
May 1998 - September 1999 London, United Kingdom

Startle New Media

Head of Design

A small digital team within the Telstar Group, where i was lead creative. I was responsible for design and code for websites, games, screen savers and promotional CD-ROMs for mainly entertainment and sports brands.

Clients included Jordan F1, Universal Music, Citroën and TDK.
June 1997 - April 1998 London, United Kingdom

NoHo Digital (Now OgilvyOne)

Designer, Developer

NoHo Digital was amongst the first of a new breed of digital agencies. It pre-dated consumer usage of the internet, at a time when floppy disks and CD-ROMs roamed the earth. My initial role was design and production of the monthly CD-Rom Magazine for Dennis Publishing. The content-lead, quick production-turn-around disk featured film and game reviews, tutorials and video interviews with digital-pioneers such as Laurie Anderson, Neville Brody, Dave Stewart amongst others. Subsquently I moved on to design and code for stand-alone products such as screen savers and games for a variety of content and marketing clients.

Key clients included Guinness, Disney, Hasbro, Mazda, Jaguar, Whitbread and Yahoo.
December 1994 - May 1997 United Kingdom


Designer, Developer

Exploring real-world applications for emerging IBM digital audio visual technology.
June 1993 - May 1994 Basingstoke, United Kingdom


University Of The Arts London

MA, Media Technology & Business Management (1 Year)

January 1999 - January 2000 United Kingdom

University Of Portsmouth

BA Honours, Art, Media and Design (Specialising in Film & Graphics)

September 1990 - June 1994 United Kingdom

London Business School

Building Creative Businesses

May 2006 - May 2006 London, United Kingdom

City Of London School

9 O's & 3 A's, Design, French, English

September 1982 - June 1989 London, United Kingdom


English (Native),
Italian (Advanced),


British Design & Art Direction (D&AD)

5 in-Book Wins, 3 Nominations

Cannes Lions

1 Silver Win, 1 Bronze Win


3 Wins

Clio Awards

1 Win

Creative Review

5 In-Book Wins

Eurobest European Advertising Festival

1 Gold win, 1 Silver Win

The FWA - Favorite Website Awards

12 Site of the Day, 1 Site of the Month

New Media Age

2 Wins, 1 Nomination

The One Club

2 Wins


9 Wins, 2 Best in Show, 5 Nominations

Webby Awards

5 Nominations, 2 Honorees


Creative Strategy , Interactive Design, Web Design, Application Design, Art Directing, Concept Development, Creative Direction, Game Design, GUI Design, Mobile Design,