Founder, Interactive Designer, Creative Director (2001–2009)
Before the titles, before the big agencies, there was Digiguru. It started as my freelance alias and became my identity in the design world for nearly a decade. From 2001 to 2009, I built my reputation, my skills, and my career under this name. For many people around the world, I wasn’t Craig Jamieson — I was simply Digiguru.
Building a Persona
I had no formal training, no mentor, and no roadmap. What I did have was relentless curiosity and an instinct for craft. I started by teaching myself Flash and used it to design and code rich, interactive experiences. At the time, Flash was the most powerful creative tool on the web, and I pushed it to its limits — combining design, animation, coding, audio, video, and illustration into immersive sites.
I freelanced for bands, DJs, and small businesses at first. The work was scrappy, experimental, and full of energy. But it got noticed. My early sites for local DJs like Euphonik and Ricardo da Costa drew international attention. Soon, I was being asked to work with clients far beyond South Africa.
The Work
Word of mouth drove everything. I rarely pitched, and I never looked for work. My portfolio spread through award sites and communities, and projects found me. Over the years, I worked with hundreds of clients — from startups and cultural brands to global giants.
Some highlights included:
- Sony and Audi, delivering high-end interactive campaigns that reached international audiences.
- The New York Knicks, creating digital experiences for one of the most iconic sports franchises.
- Discovery Health, building ground-breaking digital platforms in South Africa.
- Sean John, Nextel, Time Warner Cable, Target, and The Art Directors Club.
My personal sites also became well known, winning awards and recognition that sent steady streams of new work my way.
From Designer to Director
At first, Digiguru was just me — a designer building everything end to end. But as the projects grew in scale and scope, I found myself doing more than just design. I was shaping brands, creating strategies, overseeing photoshoots, and guiding clients through the entire creative process.
By 2008, I had been asked to take on a Creative Director role at an agency. While I didn’t stay long in that environment, the experience marked the beginning of my transition. I wasn’t just making things anymore — I was directing them.
The Industry Context
This was the golden age of Flash. The web was still young, and people wanted bold, cinematic experiences. I was working globally from South Africa, rarely touching local brands because I didn’t want to be limited by the market.
The 2008 recession changed that. As international budgets were cut, much of my client base dried up. It pushed me to look locally for the first time in years. That’s when agencies like Ogilvy came calling. They saw my work and wanted me to bring that energy into their teams.
Reflections
Digiguru was more than a company. It was my persona, my digital identity, and the foundation of everything I’ve done since. It taught me how to be self-reliant, how to learn by doing, and how to always stay ahead of the curve. It gave me the discipline to underpromise and overdeliver, to guard my reputation, and to let quality drive growth.
Looking back, this period gave me the freedom to experiment and the belief that I could create at the highest level from anywhere in the world. It also gave me a philosophy I carried into leadership: take care of the craft, push the limits, stay curious, and always deliver more than expected.
Digiguru was my origin story. It proved that I could build a career on talent, discipline, and curiosity alone. And it set the stage for the leap into agency leadership that came next with Ogilvy.