The work, the frameworks, and the perspective behind them.

A deliberate persona

I’ve worked in the game industry for decades, across design, production and strategic roles. Over time, I realised that my contribution was not tied to visibility or personal branding, but to structure: how creative work is framed, understood and executed.

“Fleep” exists to make that work easier to carry, teach and transmit. It keeps the focus on:

• • The frameworks.
• • The production architecture.
• • The ideas that help creators navigate complexity.

The persona is simple: a point of view, not a spotlight.

What I focus on

My work revolves around a single question:

How do we give structure to creative work without killing the voice inside it?

That question shapes:

• • the frameworks (Structure of Play, Intentional Authorship, EVI/DVI),
• • the long-form papers,
• • the tools and cards built on top of them,
• • and the production model behind Feelou.

Every idea on this site is connected by the same intention: making creative work more readable, aligned and fundable.

Why this site exists

Over the years, I’ve written a large amount of material: articles, notes, frameworks, production diagrams, mission templates and long-form essays. They were scattered across tools, emails, teaching materials and private documents.

This site gathers them into a coherent archive:

• • the ideas,
• • the formal frameworks,
• • the downloadable tools,
• • and the production models that come from them.

It exists so creators, teachers and teams can finally see how all the pieces connect.

Relation to Feelou

All the theory on this site is practical: it feeds directly into Feelou, the Virtual Producer that operationalises these frameworks in real production pipelines.

• • Mission templates from the frameworks become executable workflows.
• • EVI/DVI helps structure production and evaluation.
• • Articles and papers provide the conceptual backbone.

The site is the thinking layer; Feelou is the execution layer.