latent space noun

  1. A space in which things that resemble each other sit close together.
  2. Potential that is present, but not yet visible.

Applied AI and creative technology for agencies and brands: coaching, production and the tools that fit your team.

New tools, same craft.

Your ideas, made real, with AI where it earns its place.

From the first sketch to the thing that ships: previs and animatics, imagery true to the product, prototypes, the pipelines behind them, and one-to-one coaching for the people using them. For a campaign, a pitch, or a system a whole team runs on.

Book 30 minutes → The work ↓

The work

Four ways in

Each one starts the same way: find what’s already there before adding anything new.

  • 01Before you spend

    Decide

    Work out what to do first: whether it’s possible, what it would take, and whether the technology you’re buying or investing in holds up. Define the problem properly, then find the right way to solve it. Sometimes that’s AI. Sometimes it’s a custom tool, plain software or something off the shelf. Sometimes it’s nothing new at all: a change to how the work gets done, or a team getting more from what it already has.

    One-to-one coaching and team training, too: what your tools do well, where they fall short, and how to work them into the day-to-day. Built on years of mentoring staff and training teams at global brands.

  • 02Idea to working system

    Build

    Make it real, and make it hold. A proof of concept to test an idea before you commit to it. A complete system, sized for the business that has to run it. The blueprint for something bigger, for your own team or a partner to build. Or a pipeline (a repeatable production set-up) that exists to deliver one campaign, then gets switched off. Where it helps: AI trained on your own products or style, and agents that speed up the routine tasks so more of the time goes into the creative ones. Those stay with a person.

  • 03Extra capacity

    Make

    Get the work made when your team is at full stretch, inside your pipeline and your approvals. Book by the day or by the project for AI asset generation and repurposing, previs and animatics (rough film versions and moving storyboards, before the shoot), production pipelines, pitch support and prototypes. For smaller and local businesses, marketing output without a retainer.

    See the work, on request →
  • 04Across all three

    Protect

    Governance, audit and risk decide what’s allowed long before anyone argues about the tech. Over a decade inside the NHS makes that second nature. The rules go in from day one, including who owns what gets made, so the work gets through sign-off, whether that’s NHS information governance or a brand’s legal team.

    Every job starts by settling the rights: which tools are used, what they were trained on, who owns the output, how provenance travels with the file, and what a legal team will need to see.

The portfolio

On request

The portfolio walks through real jobs: models trained on products and characters, previs, prototypes and the pipelines behind them. It stays private. It is best viewed on a laptop or desktop. Ask for access and a login will follow by email.

Who’s behind it

The Latent Space was founded by Criss Richards. Twenty years across NHS infrastructure, his own consultancy and applied AI in advertising. Most recently he set up and led an applied AI lab inside a global agency network.

Along the way: six NHS organisations, work for global brands across automotive, retail, beauty and FMCG, and direct work with leading AI labs.

Bigger jobs draw on a network of associates, brought in for the specialisms the work needs.

Get in touch

Bring the brief, the idea or the thing that’s stuck. Thirty minutes is usually enough to see whether the work is a fit.

Taking on work from January 2027, remote or on site as the work needs, and booking calls now. Fees are agreed per job, by the day or by the project.

Book 30 minutes →Email