The Tomato creative agency was formed in 1991 by Steve Baker, Dirk Van Dooren, Karl Hyde, Richard Smith, Simon Taylor, John Warwicker and Graham Wood, who were joined by Jason Kedgley in 1997 and Michael Horsham in 1998. Principally understood as a design group who work for many international clients including Sony, Nike, Levis, Coca-Cola and The Victoria & Albert Museum, Tomato also works across a range of fields ranging from film, branding, music, television and cinema commercials, to advertising, books, architecture and interactive media.

Tomato have exhibited internationally and lecture and hold workshops widely. Since 1997, Tomato has been a consultant to the British Government on the creative industries. Out of this success, Tomato Films was formed in 1998 and is run by Jeremy Barrett. Tomato Interactive was founded in 1999 by Tom Roope, Anthony Rodgers and Joel Baumann; former members of Antirom, who had strong creative relationships with Tomato. Their innovative design and inventive execution within existing interactive platforms is fused with a commitment to developing entirely new media solutions for clients including Ron Arad Associates, Selfridges, The Goethe-Institut and the group Underworld.

Tomato have more recently produced a website for New York architectural practice,, completed project work for Nokia and Adidas and Installation work for Salvatore Ferragamo.

Selected Exhibitions


  • Venice Biennale, 2000
  • Onedotzero, 1998 & 2000
  • 'Mudlarks', Tomato Gallery, London, 1999
  • 'It Could Have Been Tuesday Or Was It Wednesday?', Tomato Gallery, London, 1998 
  • 'Jam-Style+Music+Media', The Barbican Centre, London & Chaumon, Paris, 1996-7
  • 'Icon', Museum of Contemporary Art, San Francisco, 1995
  • 'International Computer Graphics', Tokyo, 1992

Tomato Interactive

  • Sound reactive collaboration with Ron Arad Associates and Greyworld, Milan Design Show, 2001
  • 'Lost and Found 2', Kulturehset, Stockholm, 2001 
  • 'Tomato, a world a world', Architect's Association, London, 2000

Selected Publications

  • 'Tomato- Gas Book 05' Design Exchange, London 2002
  • 'Real and Imaginary Flower', Tomato, Ginko Press, London 2001
  • 'Mmm...skyscraper I love you', Karl Hyde & John Warwicker, Booth-Clibborn Editions, 2000 
  • 'Bareback: a Tomato Project', Tomato Bareback & Karl Hyde, Gingko Press, 1999
  • 'Process: a Tomato Project', Gingko Press, 1997

Selected Awards


  • D&AD Award, Silver, 2000, 1995 & 1994
  • German Art Directors, Silver Recommendation, 1998, Gold and Silver Recommendation, 1995 and Bronze, 1993
  • Broadcasting Design of America, Gold (x2), 1997 
  • Tokyo Type Directors, Gold and Silver Recommendations 1997, (2 awards), Special Award, 1995 and Special Award 1994
  • Charleston Film and Video Festival, Special Prize, 1995

Tomato Interactive

  • D&AD Award, Silver, 2001
  • DVD-A, 2 awards for excellence
  • BIMA Awards, Digit Award, 2000
  • D&AD, Silver, 2000