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Will co-founded the live-video group, Pointless Creations, and performed at various arts festivals across Europe, whilst also working on the picture desk of the Herald and Scotsman Newspapers. He also co-founded Me and the Giants, a games company specialising in 'digital toys' and education for young children, and Once Were Farmers animation studio which has provided creative direction on a diverse range of projects.
In 2016, Will co-founded The Animation Centrifuge, a not-for-profit company to promote excellence in animation and launched the Animation Base Camp, an industry-based training program in association with Sony Pictures Animation. He is currently directing an animated short, written by renowned comic book artist Frank Quitely, with the support of the Scottish Film Talent Network.