Meet Us
Daniela Hornskov Sun and Ryan Goodwin-Smith have been working together since 2018.
Thrilling and seismic change occur when we join forces on special projects. When working with TLDR you'll benefit from our complementary perspectives.
Daniela
I began playing piano at four and dedicated my youth to classical music. Beyond technical skill, decades of daily practice builds an instinct for how structure serves expression.
Disruption and adaptation were a big part of my early life. At 13, I moved alone from China to the UK on a music scholarship. Five years later, an injury led me to pivot away from performance.
I embraced this change during university, discovering the generative power where arts and science interplay. There I began honing the skill of close reading and critique, a foundation that has served my work ever since.
Being fluent in Mandarin and English opened doors at WPP's head office, where I managed thought leadership projects profiling Chinese business leaders. At the House of Commons launch, an interpreter falling ill had me step in to bridge conversations between CEOs of China's largest conglomerates and UK executives.
In my animation career, time and again my belief in analysis and structure enabled excellence. On one project we achieved in 10 weeks what others had a year to create. No one on the multidisciplinary team had worked with the specific technique. Yet, amidst broken 3d prints and a disastrous test shoot, production and craft discipline prevailed.
Precision under pressure became my hallmark, and the work of TLDR channels this. We bring predictability to situations no matter how chaotic, high stakes, or novel.
Alongside this work, I am a founding contributor of THIIIRD magazine, a platform championing underrepresented voices through print, events, and podcasts.
Ryan
I was born and raised in Texas, where skies are wide and tales are tall. At 9 I was writing short stories and in high school I made movies with my friends. By chance I landed in the UK where, since 2004, I've worked for some of London's top creative studios.
In my career I've seen extraordinary change. One of my earliest responsibilities as a production runner was keeping our VHS-tape library stocked with showreels in case an agency telephoned to request a copy! That world has vanished completely. Some studios from that era remain, others have closed. A willingness to adapt being the key differentiator.
Early on I gained a reputation for producing innovative work in high-pressure situations. With experience came responsibility for teams and entire departments. I always enjoyed translating craft knowledge into language clients could understand. Getting involved earlier in the sales process became my way of influencing better outcomes for all. I'm grateful to the producers, directors and craftspeople who saw my potential and turned me into a better leader.
TLDR grows out of this evolution from production to sales to strategic foresight. Frameworks that began as personal tools now prove invaluable for creative businesses looking to make extraordinary work.
When working with me you'll find I convey complex ideas with disarming clarity. My methods enable a proactive mindset, because anticipation beats reaction every time.