Hi, my name is Alexandra Jugović

My Story

I'm a Creative Director, founder, and storyteller working at the edge where art, technology, and humanity meet.

I co-founded Hi-ReS! in London, the iconic studio that helped pioneer immersive digital storytelling in the early 2000s - crafting emotional, narrative-driven experiences at a time when the web was still finding its creative language.

We made strange, beautiful, award-winning work for visionaries like Darren Aronofsky, Massive Attack, and The Beatles, and for global brands unafraid to feel something - including Chanel, Sony, Jägermeister, Toyota, IBM, and more.

Our work was never just "web design." We built worlds, interactive spells, and sites that glitched, rotted, whispered, and stayed with people.
Hi-ReS! became a touchstone for digital craft and helped inspire a new generation of creatives.

After our Syzygy Group / WPP acquisition, I led the studio's global expansion - building teams in London, Berlin, and New York, scaling talent, protecting the weirdness, and pushing creative boundaries without compromise.

Over the past two decades, I've helped shape innovation in digital craft and storytelling, working in design leadership, brand transformation, and narrative strategy.

My work has been honoured with awards from BAFTA, Webby Awards, D&AD, Cannes Lions, and Prix Ars Electronica and has been exhibited at the Tate Britain, V&A Museum, Barbican and Centre Pompidou.

It's been featured in over 90 books and countless magazines and published in the monograph Amantes Sunt Amentes (2008).

I've judged dozens of international award shows, including D&AD, The One Show, ADC Young Guns, and Art Directors Club.
I'm proud to be an Executive Member of IADAS and a voting member of BAFTA.

But what matters most? Making things that matter.


Now

Today, I lead Yūgen Studio - a creative dojo exploring how design, storytelling, and emotional intelligence can shape more human futures in the age of AI.
We work hands-on with individuals, creative teams, and visionary brands to craft experiences that feel, provoke, and connect - from immersive installations to poetic strategy.
We operate at the edge of culture, technology, and meaning:
We build.
We write.
We teach.
We're here for those who still believe care is a strategy and that intent matters.
We work with individuals, creative teams, and visionary brands to craft experiences that feel, provoke, and connect - from immersive installations to poetic strategy.


Work with me

I’m available for consulting, freelance creative direction, and narrative strategy.

If you’re ready to build something meaningful: let’s talk.

👉 Contact Me
Phone: +44 7984 017 361
Email: alexandrajugovic@gmail.com

This site is my portfolio
🖤 Selected Work

For current work, writing, and invitations to train together:
🖤 Visit Yūgen Studio
🖤 Read my Substack Alexandra Jugović substack

Legacy
🖤 Hi-ReS!