Carl Addy

Mill+ London
Creative Director

Carl Addy is Creative Director for Mill+, an integrated team of directors and designers focused on creative partnerships delivering groundbreaking work in design, digital media and immersive and VR technology.

Since joining The Mill in 2010 Carl has helped to grow the design team from a small motion graphics department into a successful and award-winning studio. He has also been instrumental in the creation of, Mill+.

Carl has over 20 years' experience in the industry – his portfolio spans work in traditional advertising, digital media, direction and thought leadership.

His creative highlights include Co-directing a VR film for the Guardian about solitary confinement, which debuted at Sundance and Tribeca in 2016, with the New York Times calling it one of their top film picks as well as writing and directing the BFI’s call to action ‘Film is fragile’. He worked with Damien Hirst on his concert visuals for U2’s Glastonbury headline show and his Google Chrome ‘Jamal Edwards’, was the second most viewed ad on YouTube in 2012.

Carl has won advertising, design and direction awards and is frequently invited to speak at creative conferences around the world such as FITC, Semipermanent and Offf. As an industry figurehead, he speaks on topics such as The Mutating Creative (SXSW and Cannes 2017), Modern Narrative (Architype 2016), Creative Challenges (Cannes 2016), the Future Of Content (Google 2015) and VR (Ciclope / VR Dutch Days 2015).

Outside of his roles at The Mill, Carl is an illustrator and a musician currently working on an exclusive jewellery range ‘Cavities’, as well as developing an animated children's music and content platform.


Session One: 'The Mutating Creative'
A crowd pleaser at this year’s Cannes Lions Festival, Mill+ Creative Director Carl Addy will talk to PromaxBDA Africa about ‘a new breed of artist’ that evolves and changes their roles and skill-sets throughout their career. ‘The Mutating Creative’, debunks the premise of the 'Jack-of-all-trades, Master-Of-None', acknowledging that adaptation is evolutionary for a modern creative.

Looking at the constantly adapting world of commercial art where a state of flux has become the everyday, Carl investigates how this new norm is mutating how we create.

Documenting conversations with a broad range of creative thought leaders such as: Creative Management agency Bernstein & Andriulli’s, Motion & Experiential Agent Sam Summerskill, Wieden + Kennedy ECD and ex Google Creative Labs Creative Ian Tate, i-D’s Global Executive Producer Eloise King and CEO of The Dots, Pip Jamieson, as well as a few successful mutating creatives.

The talk is a hybrid of documentary, talking heads and findings presented live.

Session Two: Ideas suck.
Why are you all so keen on having more ideas?

Ideas are a-holes.

The problem with ideas is that they are braincrack, they trick your brain into thinking you achieved something but you didn't, it’s the equivalent of watching a movie about the apocalypse and taking credit for saving the world.

Ideas can’t stay in your head. They go toxic.

Ideas demand to be made, they taunt you until you make them and then those little sh*ts make you feel like you failed them when they don't live up to that vision in your head … which is like… always! And when you get hooked on ideas you notice they are all around you. Idea is a lyric, a poem, a joke, the way a camera moves and the way a scene is edited.

Carl Addy, Creative Director at The Mill+ will go through his process alongside some iconic Millwork and investigate how ideas push and dictate the work that we all do.*

Who knows, maybe you can learn from his mistakes and have a life unbothered by a good idea. No promises…..

*concept junkies and anxious over thinkers should attend


  • Gold Sponsors
  • Awards After Party
  • Creative Partner
  • Silver Sponsors
  • Bronze Sponsors