Lewis Tutssel is Head of EMEA Gaming at Meta Creative Shop. Based in London he partners with the company’s largest and most dynamic clients to develop their integrated creative strategies and drive platform growth. Lewis is a new breed of creative and a true left-brain right-brain thinker. On the right side, he is an award-winning creative, building best-in-class work for some of the world’s most valuable brands such as Mars, Adidas, Heineken, King, and Playrix. On the left side, he is a literal student of human behaviour, with a Masters in Behavioural Economics. If data is the new oil, then Lewis is the refiner, combining creativity and strategic nous to merge the realms of ideas and business. In his time at Meta Lewis has been responsible for the development of the Gaming and Small Business creative teams. Under Lewis’ leadership, they have quickly grown from small practices into global teams that have widened the lens of the creative product. Lewis is an avid gamer and a firm believer in ‘The Culture of Play’, the idea that gaming is not just an industry, but a deep-rooted human behaviour that any brand can tap into to develop world-class ideas. In his spare time, Lewis is a semi-professional e-sports player, competing in the top 100 global Apex Legends players. Lewis has spoken, judged, and won awards at some of the most notable shows in the industry including Cannes Lions, LIA, Club de Creativos, SXSW, and the ANDY Awards.