Spotlight: Adele Khawli
What's your name and what area of VFX or animation do you work in?:
My name is Adele Khawli, and I provide marketing strategy for animation, VFX, and games. I help studios develop strategies and narratives to communicate who they are and what they do, making sure their story lands in the right way with the right audiences.
What was your journey into the VFX or animation industry? What got you into VFX or animation?:
My route into the industry was pretty winding.
I always thought I would be a graphic designer, that was always my plan. But then I came across an Animation and Digital Art course when I was deciding which University to attend after college, and honestly, it just looked like more fun. I didn’t have a job in mind or a plan beyond that.
About halfway through though, reality kicked in and I panicked about what I was actually going to do with my life. When a graphic design job came up, I took it and dropped out. Six years later, I went back to finish my degree, and this time the plan was to go into architectural visualisation. I even interned at an arch-viz studio for a couple of months after uni.
As a bit of a wild card, I applied for a junior artist role at Axis Studios, but they had a marketing coordinator position available. Since I have a background in graphic design, some marketing experience, and knowledge of animation tools and pipelines, they thought I’d be a good fit. I initially saw it as a way to get my foot in the door, but once I was in, I realised, “No, this is for me. I've found what I really want to do.”
From there, I kept building, studying alongside the job, including completing my Chartered Marketer qualification. I was given the freedom to bring ideas into the role, grow the team, and shape the department, moving from coordinator to Head of Marketing.
Now, I run my own business, Cliù (Scottish Gaelic for fame, renown and glory), partnering closely with clients across the entertainment industry. I help them tell their story clearly in a way that reflects the people and the work behind it and connects creative output to business goals.
What does a typical day look like in your role?:
No two days are the same. I work with many different clients across the entertainment industry, and my days are usually a mix of hands-on work and big-picture thinking, depending on the projects I’m involved in.
Some days I’m deep in strategy, shaping messaging, researching markets, or thinking about how a studio should position itself for what’s coming next. Other days involve writing content, preparing or reviewing visuals, translating creative and technical conversations into a story, and figuring out how it should be communicated across different channels.
It is a mix of creativity, strategy, and lots of talking to people.
What skills do you think are most important for your role?:
In marketing, soft skills are incredibly important. You’re collaborating with a variety of people, both inside and outside the company, whether face-to-face, virtually, or across diverse audiences.
Communication sits at the centre of everything. I’ve always said marketing is about being storytellers for storytellers. You’re not just putting information out into the world; you’re shaping narratives for different audiences across different channels and finding ways to tell stories that feel true to the brand. Especially in the market right now, authenticity and a strong sense of why are what help brands stand out.
Problem-solving goes alongside that. I read something recently that said a marketer’s answer for everything is “it depends,” and that really resonated. Every brand, audience, and goal is different. Context matters. Timing, budgets, people, and priorities all shape the right approach. There’s no one-size-fits-all, so adaptability and the ability to respond to changing circumstances are also important.
What tools or software do you use daily? Is this what you started working in or have you pivoted to this one?:
I will use planning and project management tools like Monday.com if I am working with a larger team, but I’ll always have a soft spot for a nicely colour-coded Google Sheet. So it’s usually my go-to.
And I will use Adobe Creative Suite for image and video editing.
What's your favourite part of your job/career so far?:
The people side, without a doubt. I love getting to interact and talk to lots of different people and really understanding the why and how behind projects. My background is in animation, and I got into the industry because of the craft, the creativity, how things are made, and the thinking behind them. Being able to sit between teams, hear different perspectives, and help shape how those stories get told is what I enjoy most.
That side of it really comes through at events too, but on a bigger scale. You get to meet people from all over, across different disciplines and studios, and hear their stories, what they’re working on, and what they’ve learned along the way.
What's a common misconception about your job?:
There are two main misconceptions. The first is that the role isn’t particularly creative. In reality, it’s hugely creative. I mentioned above that marketing is about being storytellers for storytellers, using a wide range of formats and channels, from copywriting and behind-the-scenes content to talks, short-form content, and events, all to help shape perception and tell the right story.
The second misconception is about how strategic the role is. A big part of what I do is thinking long-term, working across markets and audiences, planning ahead, and focusing on positioning and perception, and how that feeds into wider business goals, rather than simply reacting in the moment.
What challenges have you met as a woman in the industry?:
This is maybe more of a personal challenge, and probably a wider societal thing too. It took me a while to find my voice and stop feeling like I had to fit into a particular stereotype. The more confident and comfortable I’ve become just being myself, rather than an idea of who I thought I should be, the easier it’s been to show up authentically, speak up, and trust my own experience, knowledge, and judgement. I talk about authenticity a lot because people connect with what’s real, not what’s perfect, and letting go of that need to be “perfect” has made a big difference for me.
One challenge I’ve noticed, and had many conversations about, is unconscious bias. By its very nature, it’s rarely intentional or obvious; most people aren’t consciously thinking, “I’m making an assumption because this person is a woman.” Instead, it shows up in the nuances, like language and how behaviours are labelled. Assertiveness is seen as “bossy,” while being supportive is framed as “mothering” rather than recognised as leadership.
It’s these small, everyday moments that add up and contribute to bigger systemic issues, like the gender pay gap and the lack of women in leadership roles. I’d love to see more open and honest conversations about unconscious bias, what it actually looks like in practice, how it shows up day to day, and how it affects all protected groups, not just women.
What's one piece of advice you wish you'd received earlier?:
There’s no one “right path" that you can somehow mess up. You don’t need to have everything figured out, it's okay to explore different paths and discover what works best for you.
When I was at school, there was this strong narrative that you had to pick a career path early, stick to it, and if you got it wrong, it would affect your whole life. It was the same when my daughter was choosing her school subjects. That’s a huge amount of pressure, and it’s not true at all.
It’s okay to change your mind. It’s okay to sidestep, pivot, take a detour, or try something and realise it’s not for you. There is no such thing as wasted time. Every role, course, and job adds skills, perspective, and experience that you carry forward, even if it doesn’t look connected at the time.
My own career only really makes sense looking backwards. At the time, it felt messy and uncertain, and sometimes it still feels messy and uncertain but all those different experiences feed in somehow. Even working in bars and nightclubs, which I definitely didn’t see as “career building” at the time, taught me how to work with people, communicate, and network, skills I use now.
How do you balance work with your personal life?:
I find it hard to think about work–life balance on a day-to-day level, especially now that I work for myself. There are definitely times when projects need more time to hit deadlines. For me, balance is about accepting that some seasons will lean more towards work, and that’s okay, as long as I’m also intentional about planning downtime and I am spending time with family and friends.
Planning my week, blocking out my calendar, communicating clearly about what I’m working on, and keeping my to-do lists realistic all help me feel on top of things and make sure I’m carving out time away from work. And I will make sure I have some proper time to switch off after a busy period, especially if I feel like I’m slipping into a constant cycle of being busy.
I’m also very intentional about making sure my daughter and I have proper, meaningful time together where I can be present and switch off.
I don’t always get the balance right, and do need to check in with myself and readjust as things change.
What's one stereotype you'd love to break about your field?:
Marketing plays a far bigger role in a business than many people realise. It’s not just about sharing projects, press releases, social posts, or updating a website. It shapes positioning, supports growth, influences recruitment and culture, fosters partnerships,and helps businesses think beyond the immediate.
Marketing drives clarity, alignment, and momentum.
It’s a business driver, not just a support function.