Hi. I'm Sam.
Creative Director
& AI Facilitator
I started teaching the internet to Irish businesses in 1995 — when most people were still figuring out what it was becoming. Since then I've launched community radio stations, directed award-winning podcasts, designed learning programmes for the Department of Education, and grown a community of 170,000 people around the stories of Portugal. Now I help organisations navigate the wave that matters most right now: Generative AI. Not the hype. The practical reality of making it work for real people, real teams, real goals.
Which conversation is yours?
Colleges & Universities
You're building or refreshing a module on AI, digital media or design thinking. You need someone who has actually done it — not just read about it.
I deliver guest lectures, intensive masterclasses and module facilitation. Past academic partners include Maynooth University, Trinity College Dublin, IADT and TU Dublin.
- →Generative AI for creative & media teams
- →Design thinking in practice
- →AI storytelling & content strategy
- →Digital media production workflows
Corporate & Executive Teams
Your team knows AI is changing everything. They just don't know where to start — or they're anxious about what it means for them.
I run workshops, design sprints and facilitated sessions that move teams from anxiety to action. Practical, hands-on, no jargon. Past clients include Diageo, Bank of Ireland, AIB, Irish Times Training and the Department of Education.
- →AI integration for marketing & content teams
- →Design thinking facilitation
- →Leadership alignment under AI disruption
- →Workplace culture & psychological safety
Organisations Building with AI
You have a story to tell or a system to build — and you want to use AI to do it properly, not just play with it.
EnterPortugal: 170,000 followers, 1.6M+ views, built almost entirely through AI-enhanced organic storytelling with zero ad spend. That's the live case study I bring to every engagement.
- →Generative video & documentary pipelines
- →Neural voice & podcast production
- →Social content strategy & automation
- →Community building & growth systems
In 1995 I walked into Dublin's first internet café and became their lead trainer within six months.
I didn't plan a career in technology. I planned a career in communication. The technology just kept changing around me.
Radio production. Web design. Community building. eLearning. Leadership coaching. Podcasting. Design thinking. And now — AI.
Each wave arrived and I jumped in. Not because it was fashionable. Because I was genuinely curious about what it meant for real people trying to do real things.
That curiosity is still what drives everything I do.
When I facilitate a workshop, I'm not running a process — I'm genuinely interested in what happens when the right people are in the room together.
When I build a content system, I'm not just automating production — I'm asking what story actually needs to be told.
When I work with a team anxious about AI, I'm not delivering a reassurance script — I'm helping them find the specific places where AI makes their work better and the specific places where it absolutely does not.
Thirty years. One thread.
People first. Always.
Three ways to work
together.
Guest lectures and module delivery. Corporate workshops and design sprints. AI creative production and community building.
Generative AI & Narrative Pipelines
Applied Design Sprints
Workplace Culture & Facilitation
Generative AI & Media Pipelines
Translating fragmented diffusion models and AI tools into cohesive, production-grade video and audio pipelines. We build the autonomous engine that turns raw concepts into finished cinematic media.
- → Coherent multimodal storytelling & character continuity
- → Generative documentary & video engines (Kling / Seedance / Flow)
- → Neural voice synthesis & podcast syndication
- → Automated post-production & syndicate distribution
Applied Design Sprints
Cutting through committee paralysis and roadmap debates. A high-velocity 5-day on-site intensive in Dublin to frame complex challenges, build working prototypes, and validate with real users.
- → 5-day rapid problem framing & AI opportunity mapping
- → Interactive prototype & synthetic data validation
- → Systems architecture & build-vs-buy roadmap
- → Backed by MSc Design Innovation (Maynooth University)
Workplace Culture & Facilitation
AI transformation fails when teams feel threatened. We facilitate executive offsites and cultural interventions that replace automation anxiety with psychological safety, strategic clarity, and creative flow.
- → Executive offsites & leadership alignment under AI disruption
- → Psychological safety & overcoming automation anxiety
- → High-performance creative flow & team wellbeing
- → Backed by Trinity College Dublin PgD (1st Class Honours)
No Decks. Three Moves.
30-Min Call → Proposal
A 30-minute scoping call, then a technical proposal in 2 days. Fixed price or retainer — nothing starts until you say go.
Live Dublin Intensive
1-week on-site workshop or rapid production delivery in Dublin. Hands-on workflow building on real synthetic data.
Production, Operated
Live in 1–2 weeks with documented workflows, neural voice assets, and direct handover to your internal team.
Words from people who know the work.
"During my time working with Sam I gained an excellent knowledge and my first experience in broadcast media. I found Sam to be extremely hard working and passionate with a creative flair that is second to none."
— Conor O'Gara"We have worked with Sam on numerous projects in recent years — from delivering training to local groups on digital tools to developing interactive eLearning content. Sam is extremely personable and a person of high integrity."
— Michael Hallissy, H2 Learning"Sam was always professional, creative and enthusiastic in this position, and I have no hesitation in recommending him."
— Dermot Ryan
Real engines & narrative pipelines shipped.
EnterPortugal
End-to-end autonomous generative media engine scaling cultural documentary storytelling, neural voice syndication, and continuous multi-platform production across European markets.
Lisbon LGBT+ Guide App
Gamified Progressive Web App and interactive cultural navigation platform mapping queer heritage, dynamic venue discovery, and community stories across Lisbon.
Designing the Future of Tourism
A hands-on Design Thinking workshop aligning regional stakeholders and hospitality leaders to prototype sustainable and regenerative tourism models.
Castelo de São Jorge: 3,000 Years in 3 Minutes
Translating 3,000 years of layered Lisbon history—from Celtic hilltop settlements to Roman garrisons and Islamic water engineering—into a high-retention viral cultural narrative.
other questions you might have
We're a college. Our budget is limited. Are your rates flexible for academic institutions? +
Our team is genuinely anxious about AI. Is that a problem? +
Do you only work in Dublin? +
Do you work with smaller organisations and charities, not just big corporates? +
Can you work with us on an ongoing basis, not just a one-off? +
How do we get started? +
Start a conversation
I respond to every message personally. No assistant. No auto-reply. Just a conversation. WhatsApp is fastest — I'm usually back within a few hours. Available in Dublin one week per month throughout Q4 2026 and Q1 2027.
Reserve a Dublin Sprint Briefing
Select a 30-minute introductory strategy session to confirm sprint availability, discuss multimodal AI pipelines, or book an executive leadership offsite.