Strategy Meets Technology
Ctrl Labs was founded on a simple belief: every brand deserves high-quality creative, and AI makes that economically viable if you know how to control it.
The creative industry has a problem. On one side, traditional agencies charge six figures for campaigns that take months. On the other, a flood of AI-generated content that's fast and cheap but looks like it: off-brand, uncanny, disposable.
We started from a different question: what if cost and control weren't a trade-off, but a spectrum you could deliberately design for?
Ctrl Labs is a creative lab built from the ground up around AI, not as a bolt-on to a traditional model, but as the foundation. Every engagement is led by two disciplines working as one: strategic marketing thinking and creative technology. The result is work that's strategically sharp, visually distinctive, and unmistakably yours, delivered at the speed and economics your business actually needs.
Two Perspectives. One Team.
Every Ctrl Labs project is led by a pod: a strategic marketing lead who thinks like a CMO, and a creative technologist who knows exactly what AI can and can't do, and where human craft needs to take over. This isn't a handoff model. Strategy and execution sit together from brief to delivery.
The Founders
Matt Gudge
Co-Founder / Strategic Lead
Matt brings years of marketing leadership across multiple industries. He's held CMO and senior marketing roles with deep expertise in brand strategy, go-to-market, and the commercial reality of creative production. At Ctrl Labs, Matt ensures every piece of work is strategically grounded and commercially smart.
What We Believe
Quality is non-negotiable
We'd rather push back than ship slop.
AI is the lever, not the product
The work is the product. AI is how we get there faster.
Creativity shouldn't be rationed by budget
Every brand deserves distinctive work, not just the ones with agency retainers.