Simon Waterfall has been a creative director since he was sixteen.
While still at school, his company wrote the first computer games for Commodore 64 and Amigas.
After studying his Masters in Industrial Design and the Royal College of Art in 1994, he co-founded Deepend Design.
In 2001, he set up POKE with five partners.
In his spare time, which he has none, he runs a fashion label called Social Suicide.