I am mindful of our back catalogue and strive for originality, diversity and ingenuity. I love the juxtaposition of trying to combine the rich history of magic with the most up-to-date technology to inspire the next generation of magicians.
I am inspired by innovative design and things that play tricks with your eyesight and imagination. This image of Harry Houdini can be viewed in two ways: portrait or profile.
I find that being outside in the sunshine helps my creative juices flow, along with playing any ball sport that helps clear your mind.
I’m a big fan of Arsenal Football Club. It is incredible to see how football has now become a hugely successful and marketable global commodity based on branding through the passion and emotional ties of the fans.
All my family are creative and honest, and therefore ideal to bounce ideas off. These two pictures sit on my desk for inspiration. The first is one of me aged four or five on my TV debut, with my brother assisting my dad. Forty-five years later, my twin boys Matt and Jack adopted a similar pose to assist me.
At first glance this is an austere formal portrait of work colleagues or perhaps a board of directors some time back in history. On closer inspection, check out the guy third from the left… like me, someone who clearly doesn’t follow the rules.