the principals

Julian Lynn-Evans, Founder

Julian’s career has spanned traditional and digital media.  He was a Marketing Director at three book and magazine publishers working out of Oxford, San Francisco, New York and London.  He moved into interactive media as the first CD-ROMs appeared and became ever more involved in commissioning and producing digital entertainment. He was Vice President European Studios for videogame publisher Activision before founding Natural Selection in 2005. He is intrigued by the challenge of blending art, commerce and technology.


Antonia Cullum, Head of Talent

Antonia (Toni) started her career in television, working as a Producer for Endemol, Carlton and Granada with credits including the first Big Brother and Fear Factor.  A growing love of playing games brought her to the games industry and Lionhead, where she helped produce the first Fable.  After some years leading game development teams, Toni moved into headhunting, joining Natural Selection in 2011.  As Head of Talent, Toni knows how to find, engage and relate to the senior candidates across all sectors.