Most AI companies fill their boardrooms with finance and engineering. Today we're doing something different — and doing it on purpose.
We're thrilled to announce that Josh Foreman, our Creative Advisor, has joined Soulcraft's Board of Directors — with a mandate covering AI ethics and creative direction.
THIRTY YEARS OF BUILDING WORLDS PEOPLE LOVE
Josh has spent three decades doing one thing exceptionally well: designing worlds that humans actually want to spend time in.
His career reads like a history of the craft itself. He started in 1995 sculpting puppets for a CD ROM game, painted digital ink on children's titles at Humongous Entertainment, and led art teams at Outrage Entertainment through the THQ era. Then came fifteen years at ArenaNet, where he wore nearly every hat — artist, level designer, project lead — on the beloved Guild Wars franchise.
His most famous ArenaNet moment says everything about how he works: Josh assembled a team on his own initiative and built Super Adventure Box, a game-within-a-game inside Guild Wars 2 that became one of the most cherished features in the title's history — and players still celebrate it more than a decade later.
From there: Senior Level Designer at Moon Studios (the team behind Ori and the Blind Forest), then Lead Game Designer at Mythical Games, where he led design on Blankos Block Party — and, tellingly, taught level-design best practices to players, so the community could build the game alongside the studio.
Now at Netflix helping them establish a new entertainment paradigm. Games on your TV, using your phone as the controller.
He also runs Breath of Life Development, his own multimedia studio, creating art and design tutorials for thousands of learners on YouTube and Twitch, and is authoring Tales From Talifar — a scientifically plausible fantasy world he's been building for years.
WHY A GAME DESIGNER BELONGS ON AN AI BOARD
Here's the simple version: games are where humans and complex systems first learned to play together.
A great level designer thinks about the same questions we obsess over at Soulcraft. Where will a person get confused? What makes a tool feel like an invitation instead of a wall? How do you build a system with enough depth for experts and enough warmth for beginners? How do you build trust with your users? (For games this often involves putting treasure chests behind waterfalls.) And importantly, how do you hand creative power to your community — and trust them with it?
That last question is the one that made this decision easy. At Mythical, Josh didn't just design levels; he designed the level creation system and taught players to build their own. That's Soulcraft's entire thesis: AI shouldn't replace human creativity. It should hand people better tools and get out of the way.
GOVERNANCE SHAPES WHAT AI BECOMES
Boards decide what a company optimizes for. By giving a storyteller and worldbuilder a real vote — not just an advisory voice — we're committing, structurally, to building AI that serves human creativity rather than consuming it.
Josh has advised us since 2025. He's challenged our product decisions, sharpened our thinking on human-AI collaboration, and reminded us more than once that "tools with a soul" is a promise, not a tagline. Now he'll help govern that promise.
“I want Soulcraft to be a platform and tool set that can respect the creator's strengths and ethical boundaries. To model how this technology can be a facilitator rather than an extractor. To preserve a creator’s intention and values rather than subtly pushing towards a generic average. This means clarifying what a tool is, how it works, and what impacts it can have, both positive and negative. I hear so many vague platitudes in this space. I want brutal honesty to drive how we build our systems and articulate our goals and values.”
— Josh Foreman Creative Advisor
This is the promise of David Snelling's architecture at Soulcraft: an AI where ethics isn't a mission statement — it's load-bearing.
"Every AI company says they care about ethics. Soulcraft was architected so we'd have to live it: we put a creative director with a conscience on our board and gave him a vote. Josh knows something most technologists don't — you can't shortcut trust. Players gave him theirs for three decades because he built worlds worth caring about. That's the wisdom I designed Soulcraft to hold at its core, because we're building AI people invite into their businesses, their learning, their lives. Josh will tell us when we're wrong, and he'll have the authority to make it stick. The architecture makes the promise; Josh makes sure we keep it."
— David Snelling CEO Soulcraft
“We wanted to strengthen our leadership team by adding someone who shares our vision with extraordinary conviction and energy. Josh brings precisely that—an almost white-hot passion for what we are building and an unwavering belief in the potential of Soulcraft.”
— Barry X Lynn Co-Founder
WHAT COMES NEXT
As a director, Josh will focus on AI ethics and creative direction. You'll see his fingerprints on how Workshop, Venue, Cor, and the Anima stack feel to use — and on the decisions you never see, which matter most: the ethical guardrails that shape what Soulcraft's AI will and won't do.
Perfect memory. Meaningful connections. Genuine understanding that grows with you. And now, a worldbuilder is helping steer the ship.
Welcome to the board, Josh.
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Soulcraft builds an ecosystem of AI tools with a soul — Venue, Workshop, Cor, Brainy and Anima. Meet the whole team at soulcraft.com/team.