May, 2025.- We spoke with Jay Harwood, Executive Creative Director at Versus, about how his extensive background in VFX and direction shapes his approach to leadership and creativity.
With over two decades of experience in production, digital, and VFX, Jay brings a unique perspective shaped by years as a VFX Supervisor and director. “I’ve had the luxury of working with incredible directors across everything from character animation to post-apocalyptic TV shows,” he shares. “From my perspective, being a director in a commercial environment is as much about pushing for creative excellence as it is about listening to your team.”
You bring two decades of experience across production, digital agencies, and VFX. How has that shaped your creative approach to leading teams?
“As a VFX Supervisor, I’ve had the luxury of working with incredible directors across everything from character animation to post-apocalyptic TV shows. I’ve seen treatments for every kind of brief and been part of the teams that have built and executed these fantastic visions. Every time I’ve worked with other talent, I’ve watched and learned how I want to be as a director, not just someone who can dream big and create a cohesive vision, but someone people actually want to work with.”
“Being a director in a commercial environment is as much about pushing for creative excellence as it is about listening to your team. Whether that’s your client, agency, DP, or designer, everyone’s voice needs to be heard to reach the same goal. Surround yourself with passionate people and you’ll get there with minimal friction.”
Versus blends live action, VFX, and design in bold ways. What excites you about leading creative across all these divisions?
“Versus has a great brand and takes original thinking very seriously. From the documentaries they’ve created to new technology, the IP they’re building goes further than just content creation. Versus is bold because it has a lot to say and wants to be heard. I’m excited to continue that journey because I’m passionate about the same things.”
“Already in my first week here, we were awarded a TVC that is beyond bold. It’s wonderfully wacky and completely mad. Watch this space!”
You’ve worked on campaigns that earned Emmys, Cannes Lions, and One Show awards. What makes a project award-winning?
“The projects I’ve been involved in have won because they’ve either done something that hasn’t been done before, demonstrated excellence in craft, or taken a conceptual approach and story that turns people’s heads.”
You say Versus is a place where ‘originality and infrastructure coexist.’ What does that mean to you?
“This industry is incredibly saturated with every kind of discipline you can imagine. Trying to be everything to everybody isn’t the right approach, since clients can pick and choose what they like. But at the same time, being a one-trick pony isn’t sustainable or efficient.”
“If you can build a workflow that overlaps a range of styles and approaches, offering clients your expertise without ego, you can create real momentum. Each project catapults you to the next and feeds into new opportunities. The infrastructure is what connects those projects and allows them to spin up in different ways that appeal to other clients.”
With new creative tech evolving constantly, how do you stay ahead while preserving strong craft?
“I’m a tinkerer at heart. I’ve always enjoyed opening things up and seeing how they work. It helps me focus on the task at hand, and in the process, my imagination runs wild.”
“I’m always inspired by technology, mostly because I’m often limited by my own capabilities and wish I could do more. So when something promises that I can do X or Y, I give it a go and apply my experience to the problem it’s trying to solve.”
Versus values collaboration. How do you keep teams creatively bold and strategically focused?
“I’m generally an energetic, enthusiastic person. I love problem solving and prefer to focus on ‘What if.’ Time and money drive most things in this industry, but I’d always rather work with a team that’s passionate and refreshed than pessimistic and burned out.”
“To get there, you have to give people a framework where they can live and play in that space. There are always ebbs and flows to project intensity. Giving your team respect, accountability, and an equal footing usually gives people the chance to shine.”
