Guest · Creativity and creative effectiveness
Simon Green
VP Global Industry Marketing, CREE8
Simon Green built Edit Cloud on the conviction that technology alone is not a content transformation strategy. His formula was three parts: the right cloud technology, the right talent anywhere in the world, and the training to connect the two. He worked with ITV Studios, Publicis, and BYD, and saved 78,000 air miles on a single campaign. He is now VP Global Industry Marketing at CREE8.
About
Simon Green was the Founder and CEO of Edit Cloud, a cloud-based content creation platform connecting enterprise brands with world-class creative talent and training from a single cloud ecosystem. He built the business out of his production company Green Rock, which he founded in 2008 and ran for nearly 15 years, and formally launched Edit Cloud in 2022. Edit Cloud wound down in September 2025 and Simon joined CREE8 as VP Global Industry Marketing while also co-founding Sprintr.
Simon spent his career as an owner-operator in film, television, and advertising production. His craft was in editing, spanning documentaries, live sports, advertising, and social campaigns. As brands became broadcasters around 2015 and 2016, he recognised a structural mismatch: brands needed production expertise built over decades, and they needed it fast. Green Rock became an early cloud adopter, and from within that business the concept of Edit Cloud was born well before the pandemic normalised remote working.
His most celebrated case is the ITV Studios transformation: working with their Come Dine With Me production across 42 territories, Edit Cloud reduced logging and capture time by 60% and shortened the overall production schedule by 25%, with a 97% training satisfaction rate when experienced editors moved from on-premise Avid workflows to Adobe cloud. His philosophy throughout is the same: change is not about tearing up what exists, it is about understanding where you are, where you need to be, and taking the creative team on the journey with you.
Career18 years
- 2025 to now CREE8 VP Global Industry Marketing
- 2025 to now Sprintr Co-Founder
- 2022 to 2025 Edit Cloud Founder and CEO
- 2008 to 2023 Green Rock Founder and CEO
How Simon thinks3 convictions
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Technology is only part of the solution
The failure mode Simon observed repeatedly in production was organisations that invested in cloud infrastructure and then found their creative teams had not come with it. The technology worked. The experience did not. Edit Cloud was built on the premise that the platform, the people, and the training are one solution, not three separate vendor decisions. This is why the ITV transformation took three years and started with understanding the creative team’s workflow before touching a single tool.
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Assistive AI and generative AI are completely different things
Assistive AI augments a skilled human in a workflow they already own. It surfaces the right clip, suggests the next edit, flags a compliance issue. Generative AI creates something from scratch. Both have real uses in content production. The confusion between them is what leads to projects that fail on delivery: teams that expected generative shortcuts find they have no data foundation, no process integration, and no trained humans to quality-check the output. Simon’s discipline is to build the data infrastructure before reaching for the AI layer.
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Diversity of storytellers creates diversity of stories
Simon’s sharpest observation about the industry is that the demand for diverse storytelling and the supply of opportunities to tell those stories are not yet aligned. A BAFTA-winning filmmaker told him about a young assistant editor who cut a sequence about young Black men in Britain in a way the senior editor would not have done, and it was better. The senior editor stepped down to support the next generation of filmmakers. Simon’s argument is that cloud removes the geographical and access barriers that kept those storytellers out of the room, but only if the tools, training, and accreditation actively follow the talent.
