Inizio Engage has appointed Colin Melville as executive creative director of its XD (Experience Design) division, as the business continues to expand its creative, AI and immersive experience capabilities.
Melville, who joined the company in 2022, previously helped establish Inizio Engage XD’s generative AI film unit, which the company said secured several major client projects including AI-led TV campaigns.
In his new role, he will oversee creative direction across the company’s global offering spanning film, digital, live experiences, communications and learning.
He will report to Russ Lidstone, global president of Inizio Engage XD, and succeeds Mark Gass, who held the executive creative director role for almost 20 years.
Before joining Inizio Engage XD, Melville worked across broadcast, agency and consultancy environments, with experience spanning brands including Discovery, BBC, Google and PlayStation.
Commenting on the appointment, Lidstone said: “Colin has the right ambition, skillset and mindset to harness the best of our creative and design teams and blend human capability with technological possibility.”
Melville added: “What excites me most is the opportunity to bring together creativity, innovation and technology in ways that help clients connect with audiences more emotionally and powerfully.”
The appointment comes as agencies across the experience and engagement sector continue to invest in AI, immersive content and integrated creative capabilities as client demand evolves.