Soon Is Now exists to protect authorship in an age of acceleration.
We work directly with in-house creative teams, designing and teaching generative AI production workflows that support collaborative creation while protecting brand value.
As Generative AI production becomes faster and more widely adopted, visual creative work risks becoming interchangeable. Not through lack of talent, but because systems designed for speed rarely protect intent, coherence, or brand memory.
Soon Is Now is built on the belief that systems should serve authorship, not replace it. We design and teach AI production workflows that allow teams to move quickly without losing recognisability, meaning, or craft.
In many in-house teams, Generative AI is already embedded in daily production. What’s missing is a cohesive way of working that allows speed and creativity to coexist. Teams need to collaborate inside shared systems rather than operating in parallel silos.
Free-wheeling approaches to AI fragment quickly. Visual output multiplies and disperses across tools and accounts. Variations diverge. Knowledge accumulates privately, not structurally.
Nothing fails. Yet across volume, identity erodes.
What’s missing isn’t speed, talent, or intent. It’s collaborative Generative AI workflows that allow brand identity
to survive scale.
Soon Is Now works through clearly defined, engagements designed to stabilise and mature how AI operates inside in-house teams.
The focus is not on dazzling complexity, but on establishing understandable shared structures that allow speed, collaboration, and brand coherence to coexist.
To learn more about our courses you can scroll right, fill in the Workflow Calibration below or email:
A one-day working session delivered on-site, remotely, or hybrid — designed for teams as they actually exist today.
Using carefully designed example workflows, we introduce teams to structured Generative AI production: how brand decisions are embedded early, how variation is generated without drift, and how shared systems replace isolated prompting.
The outcome is clarity. A common language. Simple, durable Generative AI workflows that the team understands and can extend with confidence — wherever they're working from.
A deeper engagement focused on your live production pressures, delivered in whatever format works for your team.
Before the session, we review your brand context and identify current bottlenecks. We prepare a focused set of brand-specific Generative AI workflows designed to address those pressures directly.
During the session — on-site, remote, or hybrid — these workflows are built, explained, and refined with your team, ensuring they are usable, understandable, and adaptable rather than opaque or over-engineered.
The outcome is not a black box. It's shared capability embedded inside your existing production environment.
Simon has spent over twenty years working in commercial production, collaborating with agencies, production companies and client-side teams to deliver campaigns across live action, animation, CGI, VFX and AI. His work has included campaigns for brands such as Adidas, MasterCard, Kia, Telstra, Specsavers, Pernod Ricard and Australia Post. Prior to his work in production Simon spent several years working with in-house brand teams at Imagination and Fitch Design Associates in London.
Alongside directing, Simon has taught visual communication at UTS in Sydney, working with students across disciplines and levels of technical familiarity. His focus has been on demystifying systems, encouraging collaboration and integrating AI into established production workflows in ways that feel usable rather than overwhelming.
Soon Is Now grows directly from that experience. It combines production discipline with education, helping teams embed structure without losing creative judgement.
Simon’s directing work can be viewed at northboysouth.com