It was taken shortly after his agency, Wieden & Kennedy, split with Nokia last year. Diary is only joking, of course. It merely shows Christie demonstrating how the new W&K Nike Free Face app works. To use it, you twist and distort your face via a webcam to virtually control the shape of the sole of a Nike training shoe. It's also good for a bit of stress relief.
Neil Christie is one Scot you wouldn't want to cross. Just look at this photo.