Tomas Markevičius, former Creative Director at COLLINS, a world-leading brand transformation agency, recently joined the Motion Design team at OpenAI. He interprets #TechCulture as a reflection of the seamless integration between technology and creativity: tech is creativity, and creativity is tech. In today’s world, that connection has never been more evident.
Exploring possibilities
The intersection of technology and design has always fascinated Tomas. From a young age, he was drawn to creativity but was uncertain how to turn it into a career. The Creative Industries programme at VILNIUS TECH provided the answer. “It felt like a perfect fit,” he recalls. “The studies showed me how creativity could lead to countless paths and helped me figure out where I wanted to go next.”
During his studies, Tomas loved experimenting – testing tools, exploring approaches, and tackling challenges with curiosity and self-drive.
Tomas Markevičius
“Those years really helped me build the foundation for my career in design,” he notes. “I was surrounded by motivated, creative people, and that environment pushed me to grow and stay inspired. I genuinely believe the standard of education at VILNIUS TECH is high.”
A result of hard work
While still a student, Tomas joined a small design agency in Vilnius. After a few years, and with some practical experience under his belt, he continued freelancing as a multidisciplinary designer. His portfolio of local and international clients grew steadily.
In 2015, Tomas relocated to New York, a city that continues to inspire him to this day. There, he spent several years working at design studio 2×4 and creative agency Hugo & Marie. Among the many engaging projects was a long-term collaboration with Prada, where Tomas created visuals for their store window displays around the world, fashion shows, social media, and advertising campaigns.
Then one day, he was invited to join COLLINS, one of the most prominent design agencies in the world.
“It’s been the result of consistent hard work over the years. When I joined COLLINS in 2019, one of the co-founders, Brian Collins, recognised that my background in motion design could play a key role in where branding was heading – beyond static logos and traditional guidelines towards something more dynamic, fluid, and interactive,” Tomas recalls. “That perspective allowed me to shape how motion could become a core part of brand identity at the studio. Eventually, I was promoted to Motion Design Director, and later to Creative Director, which expanded my responsibilities to leading projects, managing teams, and collaborating directly with clients.”
The human touch in a technological age
During his years at COLLINS, Tomas had worked on a number of what some might call dream projects. For the San Francisco Symphony, the team designed a typeface that literally dances along with the music – movement became the core expression of the brand.
While working on the Bose project, he drew inspiration from a thought by philosopher Alan Watts – that when we listen to music, we’re not hearing the past or the future; we’re experiencing an expanded present. This concept shaped the visual side of the project – from stretching the edges of the Bose logo to creating a unique, dynamic graphic language for the brand.
As the work of a Creative Director requires maintaining a sharp and imaginative mind, Tomas draws inspiration from the rhythm of New York. “Living in this city definitely helps!” he laughs. “Honestly, I think it’s one of the best cities to live in for any creative who wants to operate at a high level. It’s not just about the jobs or even the creative community – it’s the city itself. There’s inspiration everywhere: in museums, shows, and bookstores and in the little surprises you stumble upon on the street – whether it’s stylish people, unique architecture, or an old hand-painted shop sign. That constant stimulation keeps my creative pulse alive and pushes me to stay curious every day.”
Tomas Markevičius
Films and music are another constant source of inspiration for Tomas. They open new perspectives and ways of seeing the world. He has a particular interest in the intersection of technology and design, which, in his opinion, is becoming increasingly important in how we create experiences.
In the age of AI, he sees creativity evolving in a way that encourages us to focus on what only humans can bring to the table. When so much of what we do today can be automated or streamlined, the human touch becomes more valuable than ever.
“At the same time, keeping up with the rapidly emerging tools is challenging – but also more important than ever,” says Tomas. “Between the time I type this sentence and when it’s published, I’m sure dozens of new AI tools will have been released that will further impact the creative field. It’s a strange and fast-moving moment, but I believe that truly talented and creative people will always find ways to harness these tools to make their work even better.”
