Related Projects: Belgrade Design Week Festival 2011

Some of it will make sense to you, some of it won't make sense. Some of it would be truth, mostly it will be lies.

Simon Waterfall has been creative director since he was 16, after his Masters in industrial design at the Royal College of Art, co-founded Deepend Design in London. In 2001, with five partners, he set up Poke. His Belgrade Design Week 2011 partner in crime, Daljit Singh, is award winning creative director and founder of Digit, one of the world’s longest established digital agencies. His creative philosophy has been based on the idea of simple human interaction, connecting people using technology.

Daljit Singh is creative director and founder of Digit, one of the world’s longest established digital agencies. Working with brand leaders including Coca-Cola, Gucci, Habitat and Unilever, Digit creates award-winning online environments and content punctuated with humour and personality.

Digit uses digital communications channels to connect brands to consumers. It believes in surprising and delighting through interaction, creating moments that matter and giving clients a competitive advantage. The core of the business is online, but Digit is increasingly taking work beyond the screen by creating physical interaction experiences for clients. These have been used in store, at events, in museums and for brand launches.

As founder and creative director, Singh has built relationships with the Design Museum, Institute of Contemporary Arts, BAFTA and the Royal College of Arts. He frequently attends international symposiums and conferences discussing Digit’s approach and outlook on the future of the industry.

Simon Waterfall started and ran several agencies ranging from digital studios, advertising and branding, to fashion houses, including Fray, Poke, Deepend, Social Suicide, Intel Media at Intel Corporation, Verizon, Vevo, Airbnb Samara Lab, Group Of Humans and Scythe LLC. His first company was at the age of sixteen designing computer games for Commodore 64 and Amigas.

Waterfall has served as the youngest and first Digital President of the D&AD and sits on the Non Executive board of England’s Design Council. He is a member and judge for BAFTA and a Fellow of the Royal Society of Arts. In 2008 he was awarded the title of Royal Design of Industry, RDI, England’s highest design honour.

Waterfall received a bachelor of science degree in Industrial Design from Brunel University and a Masters of Art from The Royal College of Art in London Kensington.

My two big loves of 2010 was Belgrade Design Week and the TMA – 1 by KiBiSi that I presented there. Both are children of determination, teamwork and eagerness to create a long lasting value. BDW and the TMA-1 are founded on solid content, great vibes and acumen. BDW will stay with me.