Since co-founding FRAY Studio since 2015, Adam has designed across diverse genres, spanning live music, theatre, exhibitions, and broadcast, both locally and internationally. Adam’s background in avant-garde theatre and opera, helps him to bring theatricality, scale, and unconstrained thinking to his work, continually exploring innovative uses of video technology.

Collaborating with some of the world's most renowned musicians, companies and institutions, Adam works to expand the potential of what is possible with video in performance. His accomplishments at FRAY Studio include a Tony Award nomination and two Knight of Illumination Awards. Adam consistently seeks to challenge the conventional ways that technology is used within live performance.