Meet Lloyd,
I'm Lloyd Thomas. I direct, I shoot, and I build the teams that make the work.
I'm a Creative Director based in Toronto. For the last thirteen years I've told stories on camera: five seasons inside Cardiff City FC, leading video at West Ham United, building OneSoccer's video operation from zero to 30,000 subscribers, directing campaigns for brands like Coors Light and Psycho Bunny.
These days I lead branded content at Phoenix Digital Health, where I built the creative studio from one person to a team of ten shipping 1,800+ assets a quarter. I've been a storyteller my whole career. I know how to take a brand's story, make it interesting, and get people connected to it.
Filminister is where the photography lives: minimal, cinematic, intentional. Landscape, street, whatever catches my eye. It's a practice, not a side project. It keeps me honest about craft.
VIDEO DIRECTION
My background is video production, shooting, editing, DOP'ing. These days I'm usually directing when I'm on set, and leading the studio when I'm not.
PHOTOGRAPHY
Shooting is how I stay honest about craft. The personal work lives under the Filminister name - minimal, cinematic, intentional. It’s a practice, not just a side project. It keeps me close to the decisions that make an image work.
Brand & Campaign
This is where the strategy becomes something people actually see. CTV, OOH, brand film, and social campaigns for Phoenix and Raven, built to drive awareness, earn trust, and perform across every channel.
PERFORMANCE CREATIVE
Good brand work that can't convert is only half the job. Most performance creative is hard. Doing it for prescription men's and women's health medication (ED in particular) while staying inside Meta's policies and Health Canada regulations is something else entirely. These are the ads that came out the other side.
