From Professional Footballer to World-Leading Visual Artist: Craig Black

This week on The Engaging Marketeer, I’m speaking with Craig Black. Craig is a visual artist who’s worked with some huge brands — Porsche, and of course his beloved Rangers Football Club.

But Craig was a professional footballer who didn’t get the game time he wanted. He left football disillusioned with the sport, but thanks to a supportive art teacher, got back into the world of art.

He’s now — I think it’s safe to say — one of the world’s leading visual artists from Scotland.

So let’s hear from Craig, let’s find out what happened, what’s next, and the brands he’s worked with.

[01:24] Darren Jamieson:

In your youth, you were a professional footballer. So tell us — was that something you always wanted to do, or how did it come about?

[01:30] Craig Black:

Definitely. Growing up, football was everything to most young lads in Scotland. That’s all I ever did. You know what it’s like — out across the park, playing football, pretending I was Zidane or the real Ronaldo.

[01:44] Darren Jamieson:

Brazilian Ronaldo — not the fake one?

[01:46] Craig Black:

Aye, aye, the proper Ronaldo! And yeah, I always dreamed of becoming a professional. And I was fortunate — I signed my contract when I was about 15 or 16 years old with Greenock Morton, my local club. I’d come up through the youth system and they gave me an opportunity.

But the thing was, I was still in school. I was in my final year of high school in Scotland. I don’t know what that is in England — sixth form maybe?

They basically wanted to pull me out of school to be a full-time footballer. But something in me said, I want to keep going with art and design.

[02:43] Craig Black:

Luckily, my mum and my art teacher, Mr. Murray — who’s a huge inspiration in my life — they supported me. He still lives in the same town as me. I still call him Mr. Murray, even though I should be calling him Paul by now, but it’s too awkward!

He saw something in me. To give you context, I was that local lad tipped for big things in football. Everyone had built up the hype.

But Mr. Murray saw that I had talent in art. And I think I knew it myself, because I enjoyed it. It took my mind off football. When I wasn’t playing, I was drawing boots, designing badges, customising kits, playing with typography. I was doing it without even realising.

[03:57] Craig Black:

So we had this special agreement — the club and the high school worked out that I could train with the first team in the mornings, then go back in the afternoons to study art and design.

Now, Mr. Murray had his own class to run, so I’d be on the other side of the room doing my course alone. He’d give me five minutes — but it was brutal feedback.

“Craig, why the f*ck did you do that? It should be like this.”

And I’d have to explain myself.

He was pushing my buttons, pushing me further. And it worked.

I graduated with an Advanced Higher in art. Then I went on and played professional football for four or five years.

[05:35] Craig Black:

But it became frustrating. No matter how well I played or trained, I just wasn’t getting the chances. I’d have a great game, then the next week I wouldn’t even be on the bench — I’d be sitting in the stands.

Clubs would come in wanting to buy me or take me on loan, but Morton would say no — I was “too good” to let go, but apparently not good enough to actually play.

It got me down. I hated football. I gave it everything, and it just wasn’t working. I’d see fans in my hometown saying,

“Craig, you were brilliant — it’s mad you never got the chance.”

I kept getting offers to go to other clubs, but I was done. At 21, I walked away.

[07:12] Craig Black:

The club were shocked. They were like, “You don’t want to play football anymore?”

I said, “No. I’m done.”

That same day, I went to the pub. First person I saw? Mr. Murray.

We started talking. I unloaded everything, and he said,

“Craig, you were sh*t at football anyway — why don’t you go study art and design? More specifically, graphic design.”

And I was like, “What the f*ck is graphic design?”

He explained it, said he had a friend who lectured at a college in Glasgow, and could get me an interview.

[08:22] Craig Black:

I told him I hadn’t done any art in five years. Didn’t even have a portfolio.

He said, “Come to my house tomorrow. I’ve got something to show you.”

Next day, hungover, I go to his house. He walks out with my portfolio from five years ago.

He said, “I always believed you’d need this one day. That’s why I kept it.”

I burst into tears, right there on his doorstep.

I took that portfolio to the college. The lecturer looked at just two pieces and said,

“You’re in.”

Just like that.

[09:32] Craig Black:

And from that moment, I fell in love with the creative world. It opened up a whole new world to me — I realised there were so many things you could do with graphic design.

It made me happy. It felt like being that kid again, in my bedroom, colouring in strips, sketching badges.

I stepped away from football completely and pursued graphic design full-time. It was a journey.

I graduated, moved to London, worked at agencies for two and a half years.

[10:47] Craig Black:

But even while working in agencies, I had a dream.

I wanted to start my own business, and I wanted to specialise in typography.

See, back when I was a kid, going to Ibrox, I’d see names like Gascoigne or McCoist on the backs of shirts and wonder —

“Who creates that lettering?”

I didn’t even know what typography was. But in college, my lecturer told me the word, and it was like boom —

“That’s it. That’s what I want to do.”

I even said to myself,

“One day, I’m going to design the typeface for Rangers.”

And I did.

[11:54] Craig Black:

That was maybe six or seven years ago now.

It was massive — not just for me, but for my family. My brother and dad are plumbers, they had no clue about design, but they’re massive Rangers fans.

I wasn’t allowed to tell anyone for nearly two years. But when it finally launched, the pride on their faces — unbelievable.

My brother’s a season ticket holder. He walks past banners in Ibrox and says to random fans,

“See that type? My wee brother did that.”

They don’t know what he’s on about, but he’s proud.

That project changed my life. Premier League clubs and even La Liga came calling — but I had no interest.

Rangers was the dream.

[13:09] Craig Black:

After Rangers, that was a turning point. I knew I had to evolve. I transitioned from typography to becoming a visual artist.

It felt like a full-circle moment. As a kid, I’d be building things, painting, creating stuff. Now I get to do that again — but as a career.

My wife joined the business as Managing Director — basically, she’s the boss now. Tells me what to do. We’ve got a little girl, Olivia.

We’ve been lucky to travel the world, working with global brands, doing amazing launch activations, art for products, gallery work — it’s been a dream.

[14:52] Darren Jamieson:

You just wanted to be a footballer, didn’t you?

It’s funny — when you ask rock stars or artists what they’d be if they weren’t doing what they’re doing, they nearly always say, “Footballer.”

Do you ever look back and wonder why it didn’t quite work out?

[15:26] Craig Black:

No. I gave my heart and soul to the game.

I trained hard, gave everything on the pitch. But at the end of the day, if the manager doesn’t like you, he’s not going to pick you — no matter how hard you work.

I had other offers, but I wasn’t happy. And for me, happiness is key. That’s the main thing.

I was miserable for years. I kept asking myself, “Why do I feel like this?”

Even when I went on loan, it wasn’t enjoyable. It wasn’t what I’d dreamed of as a kid.

[16:46] Craig Black:

I know lads who’ve played way more games than me — and they hate football now.

They can’t even watch it. It became just a job to them.

You didn’t talk about that back then, but it was a reality.

Now? I’ve been to the FIFA World Cup in Qatar, creating live art in front of the world’s best players.

I’ve done artwork for the Champions League Final, created the Champions League ball, worked with the Premier League.

And I’m just a guy from Greenock.

But I built something that didn’t exist before. That’s my way of playing the game again — my own way.

[18:31] Darren Jamieson:

Art and football — they’re both skills.

You either have the talent or you don’t.

Do you realise how lucky you are to have both?

[18:39] Craig Black:

Honestly — I don’t believe in luck.

I believe in hard work and perfecting your craft.

When I started, I was working in an agency, full-time. But every night, from 7–8pm Monday to Friday, and five hours on weekends, I’d sit and work on my typography. Drawing. Practicing.

Add all that up over two years — that’s a lot of hours.

And that same formula worked when I became an artist.

Two years before I showed anyone, I was painting in secret. Terrible at first. But I kept going. Practicing. Failing. Learning.

[19:47] Craig Black:

Acrylic Fusion — that’s my technique now. It’s essentially mixing acrylic paints to create mesmerising effects.

I poured paint on anything I could — canvases, footballs, objects.

And you know what started it?

My wife came home in gym leggings with this crazy pattern.

I totally ignored what she was saying and just stared at her legs.

I asked her,

“How did someone make that pattern?”

Then I went down a YouTube rabbit hole, ended up watching loads of paint-mixing videos.

The next day I went to a craft store, bought paints, canvases, a little tripod — and just started experimenting.

[21:23] Craig Black:

It was instant, but challenging. Once the paint’s down, you can’t fix it.

But I loved that challenge. I was hooked.

That was it — I knew this was the thing I wanted to do.

So I kept it to myself for two years.

Only my wife knew I was painting.

And going back to your question — no, it’s not luck. It’s putting in the hours. It’s building a foundation so that when the opportunity comes, you’re ready.

We live in a world of “launch it now!” but people don’t spend time perfecting their craft.

That’s what makes the difference.

[22:59] Darren Jamieson:

But football is subjective — someone tells you you’re not good enough, and that’s it.

Art is also subjective. Weren’t you scared you’d get rejected again?

[23:06] Craig Black:

Definitely. But years of experience gave me thick skin. Football helped with that.

When I started doing art, I just said — f*ck it. I’m putting myself out there.

Some people won’t like me. That’s fine. Unfollow me. Move on.

But the people who do like what I do — they’ll find me.

And when they do, doors open.

I’ve never held back. Even if something only got two likes on Instagram — it didn’t matter.

Keep going. Keep putting it out there.

[24:44] Craig Black:

Most of my career came from self-initiated projects.

Like those footballs behind me — I’ll never sell them. They changed my life.

I designed each one based on the colours of a country in the Euros, using my acrylic technique.

I showed the process, created videos, images — showed how it could influence a brand like UEFA.

I believed in myself. And if you don’t believe in yourself, how can you expect anyone else to?

That mindset’s been key.

I’ve had no shortcuts. I’ve learned from the failures. That’s how you grow.

[25:55] Darren Jamieson:

How much do you think you owe to your art teacher?

Because I had the opposite. My GCSE art teacher, Mr. Long — I’ll name him — said,

“Don’t do art at A-level. You’re not good enough.”

I did it anyway, got a distinction, went to film school, and now I run a web design agency.

So up yours, Mr. Long.

But you had someone who believed in you. Someone who even kept your portfolio for years.

How much of what you’ve done is thanks to him?

[26:28] Craig Black:

A huge part. But he never once told me I’d become an artist.

He never said, “Go to art school.” Never pressured me.

What he did was more powerful — he let me be me.

He gave me space to express myself.

And that’s what I needed.

Everyone else was saying, “Craig’s going to be a footballer.”

He saw something else.

I was probably middle or bottom of the class in terms of results.

But the difference was determination and hard work.

That’s why I’m where I am now.

And I’ve got to mention my mum too — she supported my creativity from the beginning.

That’s what we’re doing for our little girl now. Letting her explore, paint, make things, build Lego — whatever.

[29:20] Darren Jamieson:

It’s interesting you say you were scraping through, grade-wise.

I think Damien Hirst failed art at some level.

Do you think education authorities are even equipped to grade art?

[29:38] Craig Black:

Honestly? Not really.

I got high marks for my drawing, but the essays and written stuff — terrible.

That’s what dragged my grade down.

And I’ve never used that written side since.

I think it’s nonsense.

When I was 15 or 16, I didn’t care about art history. I wanted to kick a ball and paint.

That’s what I loved.

Even now, I work on my craft every day. Just 1% better each time.

If I painted a football today, it would be way better than four years ago. That’s how it should be.

[31:12] Darren Jamieson:

You’ve worked with high-profile brands — Porsche, for example.

Usually, those brands have strict guidelines. How restrictive is that?

[31:22] Craig Black:

Actually, it’s the opposite.

When I was a designer, I’d present to them, follow brand guidelines, Pantones, everything.

Now? As an artist, they come to me.

They say, “We want Craig Black. We want your style. Do your thing.”

Sometimes they might say, “Can you use purple or blue to match the palette?”

But otherwise, I’ve been given so much freedom.

Some of the biggest brands have been the most flexible.

They want me to make an impact, and they trust me to do it.

[33:36] Craig Black:

That’s why, when I started the business, I went straight for the top brands.

Because I knew from experience how branding worked. I knew what I could bring to the table creatively, artistically, and from a marketing angle.

I’ve been really fortunate. Working with those brands has also opened up doors into the fine art world, where I had no contacts. I was completely self-taught.

The only formal art training I had was in high school.

But because of the brand work and how my personal brand has grown, the fine art world took notice.

They’d say,

“Who is this guy? This work is amazing. Let’s get him in the gallery.”

Last year we were in Sydney. I’m heading to New York soon for another exhibition.

[35:23] Craig Black:

What I’m proud of is doing it my way — not following someone else’s blueprint.

People ask me all the time,

“How did you do it?”

I’m always happy to share.

I believe in helping others.

The journey is constantly evolving. And that’s part of the fun.

[35:53] Darren Jamieson:

You mentioned New York — is that an exhibition of just your work or a group show?

[35:59] Craig Black:

It’s a really unique collaboration.

I’m working with a New York-based choreographer, Latif. He’s challenged me to pour acrylic fusion onto the human form — dancers, moving, live, in sync with an orchestra and jazz band.

It’s happening in a gallery in Tribeca, in a couple of weeks.

He saw me pouring paint on an American football, then got to know me.

He said,

“I see something here.”

I love being out of my comfort zone. That adrenaline rush — that’s when I come alive.

[37:15] Darren Jamieson:

Are you going to do a trial run first, or is this happening live?

[37:19] Craig Black:

It’s happening live.

I’m flying to Mexico first for another project. Then I go straight to New York the night before the event.

During the day, we’ll rehearse. The dancers will do their thing, and I’ll get to grips with pouring paint on them.

But the actual performance — that’s live.

I don’t know how the paint will fall, how the colours will blend. But I know I’ll make it work.

Because I’ve put the hours in. I’ve done the 10,000 hours.

I believe in myself.

[38:25] Craig Black:

This New York piece is just a taster — it could go global.

We’re talking immersive experiences.

Something that might grow into shows in Vegas, like a Cirque du Soleil meets live art fusion.

Sounds wild, right?

A guy from Greenock dreaming of painting on dancers in Vegas.

But that mindset — why not me?

Why does it have to be someone from New York? Why not a lad from the west coast of Scotland?

That’s what’s always driven me.

[39:35] Craig Black:

Being Scottish, and probably British in general, we’ve got this built-in modesty.

We don’t want to be seen as full of ourselves, don’t want to come across as “big time.”

Especially where I’m from. Your mates will knock you down a peg or two real quick.

But still, I keep asking — why not me?

Why can’t someone from a small town work with the world’s biggest brands?

And what I’ve found is — if you put yourself out there, the right people will gravitate toward you.

[40:41] Craig Black:

You’ll get negativity. People saying,

“Oh, that looks easy.”

I say — try it. Seriously. Try doing what I do.

My own wife once said,

“I reckon I could do that.”

So I said, “Cool. I’ll set it up for you.”

She tried it — total disaster.

Afterwards, she said, “Alright, I’ll shut up now.”

Because what looks simple has 10,000 hours of craft behind it.

Same with football. People say, “David Beckham makes it look easy.”

Yeah — because he spent hundreds of hours hitting free kicks after training.

[41:45] Craig Black:

When I played football, I’d always stay behind after training — just pinging balls at the crossbar, practicing.

Same mentality I brought into design and art.

When I started doing live art, it was just me, my wife, and my mum watching.

Then it grew — 10 people, 20 people. Now I do it in front of thousands, on big screens, at global events.

But mentally, I’m still in the same zone.

I take a deep breath and just deliver.

Because I’ve put the work in. I’m ready.

[43:21] Craig Black:

And it’s weird — when I start painting live, even the way I move around the object, it’s part of the performance.

I didn’t even realise that at first. I thought I was just painting.

But it’s all part of the experience.

[43:49] Darren Jamieson:

Do you see yourself now as a performance artist?

There’s a big difference between someone quietly doing typography and someone on a stage in front of thousands.

[43:58] Craig Black:

I’d say I straddle both worlds.

I still love working quietly in the studio. But when we do a football, it’s not just a nice object.

We build a campaign around it — marketing, social media, live performance.

My videographer and photographer have been with me for four years. They know exactly how to shoot the process.

[44:53] Craig Black:

It’s all about storytelling — who I am, where I’m from, what we do as a family business. That’s the thread that runs through it all.

So, for example, if we’re doing something for the Champions League Final, they might say:

“Come out to Berlin and do your thing live.”

Now they’ve got:

The final product

A marketing campaign

Social content

A live art experience

That’s four deliverables from one project.

That’s the value we bring — and why these opportunities keep coming.

[45:24] Darren Jamieson:

What gives you the greatest pleasure out of all this?

[45:30] Craig Black:

Creating a lifestyle that works for my family.

Here’s something personal…

When I met my wife, I asked her mum,

“What did Ali want to be when she grew up?”

She said,

“All she ever wanted was to be a mum.”

That stuck with me.

Not just having a kid — but building a life that lets her do that.

A present mum. A fulfilled mum.

So for years, I worked toward that.

[46:44] Craig Black:

When I became an artist, everything started coming together.

Ali joined the business — from being a mental health nurse in a prison to Managing Director of our company.

She went all in. Learned the business, networked, built connections.

And this industry welcomed her. She’s helped take the business to the next level.

But what matters most?

I get to drop my daughter off at nursery.

I pick her up every day.

And when we travel for work, we take her with us.

That’s the dream.

And I’m living it.

[48:28] Craig Black:

I’m painting on stuff for a living. I’m having fun.

But don’t get me wrong — I work hard.

I genuinely believe I’m the hardest-working person you’ll meet.

And everything — football, failure, frustration — it all played a part in getting me here.

What gives me the most joy now is not just creating this life for my family, but also showing others that it’s possible.

Especially being from Scotland, I feel like I’m flying the flag.

If I can do it — this wee guy from Greenock — anyone can.

[49:35] Craig Black:

People from my hometown have gone on to be actors, musicians, footballers — I’d look at them and go,

“If they can do it, why not me?”

That’s what I hope the next generation sees.

Or even older generations.

You can start now. You can chase your dream.

And yeah, it’s not always been easy.

There’ve been plenty of lows as well as highs.

But you push through, believe in the process, believe in your purpose, and enjoy the journey.
Be grateful for every opportunity, and be present when it comes.

[51:17] Craig Black:

People might listen to this and think, “This guy’s got it all figured out.”

But there’ve been some tough times.

Same with you, Darren, I’m sure.

You keep going because you believe in what you’re doing, in your why.

And when you come out the other side, it’s sweeter.

More meaningful.

That’s why I make sure to enjoy each moment, rather than rushing on to the next thing.

[51:47] Darren Jamieson:

Speaking of next things — you’ve worked with Rangers, which is huge.

But is there any dream brand or project still on your list?

[51:58] Craig Black:

Yes.

I want to paint on an airplane. Like the tail fin.

Imagine the Porsche cars I’ve painted — but on a plane.

And also — The Sphere in Las Vegas.

That venue is insane.

Imagine I’m live on stage, painting a football, and as I pour paint, the roof and outer screens of the Sphere animate in real time — an acrylic fusion experience the audience sees inside and out.

Even better — what if U2 are playing and I’m painting live alongside them?

[53:12] Craig Black:

I go after these crazy, dream ideas.

But I also know the strategy to make them happen.

Like with LinkedIn — such a powerful tool.

Put your work out there.

Show what you’re capable of.

Say, “Here’s my idea. This could work for your platform.”

Sometimes it pays off immediately.

Sometimes it’s a seed that grows a year or two later.

Even this podcast — our first conversation was three years ago, right?

Put yourself out there. You never know who’s watching.