The 38-year-old director whose most recent credits include an Egg campaign through Mother, and NSPCC and Toyota work through Saatchi & Saatchi, takes up his new role this week. He moves with his producer, Jason Kemp.
Gay began his career in 1994 as an art director at BMP DDB Needham. During that time, he wrote campaigns for Volkswagen, Miller Beer and Johnson Wax among others, and won several awards with his then partner, Steve Reeves.
In 1995, he briefly moved to Stark Films, then on to Blink, where he continued to work with Reeves on clients such as Ford, Procter & Gamble, Levi's and the Health Education Authority.
In 1997, Gay began to work as a director on his own and joined Outsider at its inception. His first series of commercials, VW's "affordability" campaign, picked up awards at Cannes, D&AD and the Clios, and also won ad of the year at the BTAA.
Gay said: "I wanted to gee things up and make them a bit more exciting. Six-and-a-half years is a long time - I need a change."