With a grounding in fine and digital arts Fiddian Warman embodies a synthesis of creativity and technology and is passionate about the application of this hybrid in commercial, cultural, learning and social contexts. He co-founded the BAFTA winning Soda, one of the UK's first creative digital agencies in 1996. As well as directing and managing new business for Soda he specializes in meaningful interactive experiences that cross the physical and digital domains, especially utilizing electronics, robotics, novel displays and interfaces. He has a Sculpture B.A. and an M.A. in Digital Arts, teaches Digital Creativity to M.B.A.s and co-founded Makers' Guild and Awesome London. He also spends an unhealthy amount of time twiddling with Arduinos, LEDs and the like.