James Welby
Nice · Côte d'Azur
Enter
Production Designer · Creative Director · Writer · Côte d'Azur, France

Twenty years. Every room. Every world.

NBC · Emmy &
Golden Globe Productions
Access Hollywood
· 10+ Years
Formula 1 · Film Premieres
· Brand Worlds
Start a conversation

The work is serious.
Aren't we lucky to do this?

Photography available on request

Five Disciplines

Designer
of worlds

Broadcast, live events, film, spaces and digital. Most briefs need more than one of them, and I bring all five to the table.

01
Broadcast & Television

NBC · FOX · Emmy Awards · Golden Globes · Access Hollywood · SNL · Showtime · HBO · BET · MSNBC · beIN Sports · California Live

02
Live Events & Ceremonies

Formula 1 · COTA · Opening Ceremonies · VIP Experiences · MTV VMAs · People's Choice · Bespoke Events

03
Film & Studio

RED ONE · FAST X · F1 · Amazon · Universal · Apple · Berlin · Rome · New York · Universal Studios Theme Park

04
Spaces & Environments

Westfield LAX · Whole Foods · People Magazine · Talent Interiors · Landscape Design · NBC News Brokaw Center

05
Digital & Brand

NBC O&TS · Quibi · Rotten Tomatoes · Snapchat · AOL · Yahoo · HBO R&D · Apparel · Automotive Campaigns

About

Started from
the floor.
Owns the room.
Still loads
the truck.

NBCUniversal · 20+ Years Emmys Red Carpet · NBC & FOX Formula 1 · COTA Access Hollywood · 10+ Years Glass Engine · 2022 to now Berlin · Rome · Tokyo · New York beIN Sports · Showtime · HBO French, B2 · Je parle français Now based on the Côte d'Azur

Daily live television, the Emmys red carpet, Formula 1's return to America, press events for every major studio. If it needs a vision and a skilled hand to realise it, I've probably done it.

In 2022, I concluded a twenty-year career in live broadcast television at NBCUniversal, moving from Assistant Art Director to Production Designer and Creative Director. Over two decades, I directed the visual aesthetic for major network broadcasts and designed the Emmy Awards red carpet for both NBC and FOX. My design practice outside the network spanned episodic sets, custom stage environments, live event installations and private design commissions, built alongside some of the finest crews in the industry.

Awards season is home ground. Emmys, Grammys, Golden Globes, SAGs, CMAs, Oscars, with broadcast presence for NBC, FOX, ESPN and others. I know every position, every greenroom, and every way a network can look exceptional or ordinary in the most scrutinised broadcasts of the year.

Beyond broadcast: the Formula 1 opening ceremonies at Circuit of the Americas. Since 2022, press events for Glass Engine, from Red One in Berlin and Fast X in Rome to F1 The Movie in New York and The Super Mario Galaxy Movie across Tokyo and Kyoto, and that work continues today. A complete broadcast facility for beIN Sports. A Showtime talk show with the creators of The Daily Show. Retail at Westfield LAX and Whole Foods. Interiors, landscape, advertising and private events.

Now I'm permanently based in Nice on the Côte d'Azur, bringing that range, that calm and hard-won trust to Europe's most compelling creative market.

20+
Years in the industry
3
Continents of production
∞Still counting.
Worlds designed
Selected Clients & Networks
Selected Work

Four chapters.
One eye.

Most of my work lives at the intersection of live television, spatial design and creative direction. NBCUniversal and Glass Engine have been the two major roofs, but the rest of the terrain spans twenty years of red carpets, stage environments and private commissions.

NBCUniversal

01 / 04

Broadcast, cable and digital, all under one roof. The shows, the stations, the carpets and the streams.

Over twenty years at NBCUniversal, I built a career from the studio floor up. By the time I left, I was directing the visual identity across NBC's stations and digital platforms, shaping daily broadcasts, live special events, streaming series and the physical spaces that contained them.

Broadcast
  • Access Hollywood & Access Hollywood LiveProduction Designer for over ten years.
  • California Live · KNBCDaily live talk show, Los Angeles.
  • MSNBC & NBC NewsLive daily news studios.
  • Saturday Night LiveCold open sets, built overnight.
  • Nick Cannon · Live at Universal CityWalkThe whole complex turned into a nightclub, audience and cameras inside.
Awards Season
  • Emmy Awards Red CarpetDesign of the entire arrivals environment for NBC, and one year for FOX. Reimagined each year and for each network.
  • The CircuitSet positions and talent greenrooms at the Golden Globes, Grammys, SAG Awards, CMAs, Spirit Awards and Oscars.
  • People's Choice AwardsRed carpet, Las Vegas.
Digital & Streaming
  • NBC O&TS DigitalVisual identity across the stations' national digital network.
  • Original Streaming SeriesSeries, live streams and branded content.
Spaces
  • Access Hollywood OfficesBurbank, Universal City and 30 Rockefeller Plaza.
  • Live Broadcast LocationsThe Universal backlot, Santa Monica, the NBC News Brokaw Center, and a studio inside People Magazine.

Glass Engine

02 / 04

Press events built for the room, the camera and the phone, all at the same time.

For Glass Engine, I work with the team to design the worlds that studios launch their films into: junkets, premieres and content days, on location from Berlin to Tokyo. Traditional press and creators work side by side, so every surface has to hold up as a set and as a frame.

Berlin · Amazon
Red One
Rome · Universal
Fast X
New York · Apple
F1 The Movie
Tokyo & Kyoto · Universal, Illumination, Nintendo
The Super Mario Galaxy Movie
The full slate
2026

Forgotten Island Focker-in-Law Digger Minions & Monsters Supergirl Practical Magic 2 One Night Only bet365 FIFA World Cup Campaign The Miniature Wife Love Island: Beyond the Villa The Super Mario Galaxy Movie Wuthering Heights

2025

Now You See Me: Now You Don't ME One Battle After Another Gabby's Dollhouse Mookie Betts Commercial The Bad Guys 2 Wicked: For Good F1 The Movie Superman How to Train Your Dragon

2024

Red One

2023

This Is Me… Now Wonka Fast X

2022

The Book of Clarence Bros Violent Night Easter Sunday Ticket to Paradise Halloween Ends Puss in Boots: The Last Wish

Warner Bros Universal Amazon MGM Apple DreamWorks Illumination Nintendo Peacock Lionsgate Sony

Formula 1

03 / 04

The return of Formula 1 to the United States.

Full creative production at Circuit of the Americas, across every discipline at once: sets and environments, brand activations, production design for the broadcast, VIP experiences, the opening ceremony, the flyover and the entertainment around it. One of the most complex live environments in sport.

Opening Ceremony Broadcast Design Brand Activation VIP Experiences Flyover Live Entertainment

The Range

04 / 04
Television
  • ShowtimeA talk show from the creators of The Daily Show.
  • HBO · Just Another ImmigrantSet for the live season finale. Including the wall.
  • BET · Don't Sleep with TJ HolmesArt direction, alongside other original series.
  • beIN SportsA complete broadcast news facility, built from the ground up.
  • Reality TelevisionAmerica's Next Top Model, Paris Hilton's My New BFF, If I Can Dream, Who Are You Wearing, Adventures in Hollyhood.
Live & Digital
  • MTV Video Music AwardsRed carpet design.
  • Quibi, Rotten Tomatoes & SnapchatStudio builds for short-form streaming, then at-home broadcast setups when COVID closed the studios.
  • Universal StudiosGuest experience design at theme park scale.
  • Private CelebrationsBespoke events for the moments that matter most to a family.
Spaces
  • Westfield LAX & Whole FoodsRetail environments at the highest footfall.
  • Talent & Producer HomesPrivate residences, collected over time.
  • LandscapeThe same principles, outdoors.
Film & Advertising
  • Adventures of Serial BuddiesArt direction on the indie feature with Christopher Lloyd, Henry Winkler and Maria Menounos.
  • McDonald's MonopolyAired during The Tonight Show with Jay Leno.
  • Automotive & ApparelA Ford F-150 spot, and an award-winning vehicle wrap for Men's Fashion Week.
Services

What I bring
to every project

For brands, agencies, festivals and productions: on the Riviera, across Europe, and for US productions working internationally. US-trained, and permanently on the ground.

01

Brand Activation & Experiential

Immersive brand experiences for Cannes Film Festival, Cannes Lions, Monaco Grand Prix, and the Riviera's luxury event circuit. Designed to perform live and look extraordinary on camera.

02

Event Creative Direction

End-to-end creative leadership for large-scale live events, opening ceremonies, galas, festivals, and corporate productions, from awards ceremonies and network broadcasts to Monaco activations and Cannes palais events. The vision and the execution, unified.

03

Set Design & Art Direction

Production design and art direction for film, television, broadcast, and live performance. Environments that tell stories, at any scale, under any deadline, in any country.

04

Film & TV Production Support

On-the-ground production support for US and international film and television in the South of France. Creative direction to US standards, deep local knowledge, established crew relationships. The gap between a US production and a European location, closed.

05

Location Scouting & Creative Reconnaissance

Creative eyes on the ground across the Côte d'Azur, Monaco, Cannes, Nice, Antibes and beyond. For US and international production designers, art directors, and studios who need someone who reads a location the way a designer does. Not just finding spaces, finding the right spaces, with an understanding of light, architecture, and what plays on camera.

How I Work

Every language
of creativity

Every format has its own visual language: live television, a red carpet, a press junket, a shop floor. We speak all of them, and stay calm the whole time.

01 · Listen
Discovery

Questions first. Always. I ask until I understand your world, not just your brief.

02 · Think
Concept

Sketches, mood boards, references, the first unfiltered language of creative thinking.

03 · Show
Development

3D renders, physical models, photorealistic visualisations, until the vision is undeniable.

04 · Solve
Production

The thing nobody mentioned in the brief. That one too.

05 · Deliver
Live

On camera. On time. The show goes out. It always does.

Based in Nice

Available now.
Year-round.

The Riviera's creative season isn't a few weeks in May, and neither am I. Year-round on the ground in Nice, not flying in from London or New York. Permanent local infrastructure for whoever arrives.

MIPCOM · MAPIC Oct-Nov 2026 Available
Nice Carnival Feb 2027 Available
Cannes Film Festival May 2027 Available
Monaco Grand Prix Jun 2027 Available
Cannes Lions Jun 2027 Available
Jazz à Juan Jul 2027 Available
Contact

Let's make
something
good

If you're a US studio with a press event in Europe, a global agency looking for a trusted Riviera partner, a brand planning a Cannes or Monaco activation, or a production that needs US-standard creative direction in France, let's talk.

In France, commissions are contracted through Doublavé, my studio in Nice.

Before any of it, there was Disneyland.

I walked in cold as a Southern California teenager needing gas money, and walked out a Submarine Captain, Host and Gondolier. A year later I moved into Entertainment, running logistics for Fantasmic and the Main Street Electrical Parade.

That park taught me my real trade: that illusion demands ruthless discipline, that a work ethic delivers results, that beauty is serious work, and that making a crowd believe in a painted castle matters.

Those simulated voyages also pointed me outward, toward real maps and a respect for unknown terrain. They instilled a restless curiosity and a fearlessness about crossing borders, and fixed my eyes on the line where the painted skyline ends and the true horizon begins.

I never unlearned the lesson. I've been following that horizon ever since.

Life in Places →