Senior Leadership Team
Rosh Singh - Founder
CEO
Rosh is a seasoned leader and entrepreneur with a strong passion for creating products and experience at the intersection of creativity and technology. His extensive experience spans the agency, production, and start-up sectors, where he has successfully led businesses and delivered groundbreaking, award-winning work for some of the world’s most renowned brands.
Before forming ASTRAL CITY he was Partner and Managing Director at UNIT9, where he saw the company through unprecedented growth leading a 120+ person cross-disciplinary team spanning creative, production, strategy, and technology.
Over the last 15 years Rosh has led business to over 400 global awards, including AdAge Production Company of the Year (2019 & 2023), Campaign Tech Company of the Year (2020 & 2021), and 22 Cannes Lions (including a Grand Prix).
Clients Worked With: Apple // Google // Meta // Nike // LEGO // Warner Brothers // Paramount // Diageo // Coca-Cola // Netflix // Amazon // Porsche //Sony Music // UMG // Spotify // Paramount
Annie Bedard - Founder
Chief Experience Officer
Annie works at the intersection of people and technology, designing the relationships, systems, and experiences that connect them. Informed by a decade of cross-functional leadership in strategy, UX, and experience design, she partners with internal teams and clients to shape human-centred products, services, and creative solutions that translate emerging technologies into meaningful, everyday use.
With a background in Anthropology and 20 years of experience across leading agencies and studios, Annie has built and guided high-performing design organizations grounded in rigor, empathy, and craft. Her remit is simple but ambitious: to deliver exceptional experiences that create clarity, value, and delight for audiences while driving measurable impact and ROI for the businesses behind them.
Clients Worked With: Apple // Google // Meta // Adidas // Microsoft // Unilever // Diageo // Coca-Cola // Paramount // Levi’s // Shopify // UMG //
Marc D’Souza - Founder
Chief Innovation Officer
Marc has spent over 25 years exploring how technology can enhance creativity and storytelling. From video games and film VFX to installations and AI-driven experiences, he’s built a career around bringing bold ideas to life in ways that truly connect with people.
A hands-on creator and technologist, Marc leads projects end-to-end — shaping the vision, identifying the technology, and ensuring every experience delivers both impact and polish. He’s passionate about turning innovation into something intuitive, beautiful and meaningful.
With a Master’s in Engineering and early roots in game development, Marc combines technical depth with creative curiosity — always looking for the next opportunity to push boundaries and make something extraordinary.
Julie-Anne Cassidy - Founder
Chief Operations Officer
With 15 years of experience in production and post-production environments, Julie-Anne brings deep operational expertise and a solid business acumen to Astral City, gained from managing leading studios including UNIT9, RodeoFX, Rodeo Production and BLVD. She has successfully led the integration of new service offerings, departments and acquisitions, ensuring that processes, tools and workflows are aligned and optimized.
Julie-Anne effortlessly moves between the big picture and the details, ensuring increasing efficiency, optimal infrastructure for growth, and general performance across the business. She is also passionate about building strong teams, enabling them to succeed by removing any obstacles, and cultivating a culture where people feel supported, empowered and motivated to deliver excellence.
Clients Worked With: Red Bull // Coldplay // Mastercard // Cirque du Soleil // Norwegian Cruise Line // NHL // Droga5 // McCann // Havas // Rethink // LG2 // Sid Lee
Garry Williams - Partner
Head of Growth
With over 25 years at the intersection of media, technology and creativity, Garry has helped shape genre-defining projects and develop high-performance partnerships. He held senior roles across post-production and recording studios, including AIR Studios where he established a new branded content offering, before leading commercial development at The Hospital Club and the MOBO Awards.
He later moved into immersive technology, working at Disney-backed Jaunt and REWIND (now part of Magnopus), helping global brands explore new forms of spatial storytelling.
He then joined Unit9, where he founded the Metaverse Advisory Department, guiding clients as they navigated early XR ecosystems and emerging spatial platforms. Garry has launched breakthrough emerging-tech experiences and forged partnerships with all the major Agencies, leading platforms, brands and IP owners. His focus sits at the intersection of AI, spatial computing and culture.
Clients Worked With: Meta // Google // Apple // Snap // Porsche // Samsung // Warner Music // NBC Universal // Pepsi // Lego // La Liga // Adidas // Vodafone // H&M // Lexus