The future of creativity belongs to experienced creative minds who know how to work with technology, not around it. I am Yılmaz Erman, a creative director with 15 years of experience across advertising, film and creative technology.

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I began my career at TBWA/Istanbul, Grey Group and MullenLowe, before spending eight years at DDB/Tribal Worldwide Istanbul,
most recently as Creative Director.

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Over the years, I have developed campaigns for global and local brands including Turkish Airlines, Unilever EMEA, HSBC, Canon and Nike. I have also worked on more than 100 commercial film productions across more than ten markets, including Italy, South Africa, the UAE, the UK and Hong Kong.

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My work also extends to documentary-style storytelling. “Turkish Cargo: Mission Rescue” reached more than 10 million views across social media and was covered by CNN, the BBC and National Geographic.

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I have been recognised at Kristal Elma and Felis. I am a member of the Turkish Graphic Designers Association, GMK, and a Fellow of the Royal Society of Arts.

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For the past five years, my focus has been the role of artificial intelligence in creativıty.

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In February 2025, I co-founded DifferentGuys, a creative technology studio operating across London and Istanbul. Today, I lead projects that bring together emerging technology, creative thinking and production expertise.

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What interests me now is how far the relationship between creativity and technology can go: how it can expand creative thinking, transform production and open new territory for people who have spent years learning the craft.