Will Panayiotis Catto is a British Cypriot Designer & Creative Producer with experience across fashion, film publicity, advertisement, editorial design and art direction. 

Currenlty at Universal Pictures, Will has previously worked in-house for brands including MUBI, and for clients including Crumb, Deb never, Still Woozy, Laufey, and Wallows. Growing up between Tokyo and Singapore, Will is now based in London.

Will’s work has been awarded by D&AD, The Design Kids, and The Student Publication Association.

AverageBoysART DIRECTION, GRAPHIC DESIGN
AVERAGE BOYS is a London-based culture brand grounded in queer identity and subcultural storytelling. 

For the Spring/Summer 2025 campaign, I joined the team as Junior Art Director for both OOH and social creative. The campaign draws visual, emotional, and social cues from 1980s gay subculture, infused with nods to vintage porn magazines and the aesthetics of mass consumer advertising, reimagined through a contemporary queer lens.