I've spent over 16 years as a creative, and for me the test of a good idea is simple: it should be big enough to travel across every channel yet specific enough to trigger consumer level engagement.

I prioritise the key problem and opportunity behind the brief, what really drives a client and their business, and I stay close to the process of turning that into something people talk about.

Concept comes first. Execution second. I stay hands-on through from concept to delivery, because a great idea only works if it's crafted properly.

Working across both multiple continents has offered me a distinct read on brand-building in varied markets, from ambitious challenger thinking to the scale and rigour of global campaigns.

I've been global Creative Director on Duracell, Bose, and Samsung, and led work for BT, EE, Fanta, and Amazon in the UK, alongside creative work on PlayStation, Adidas, and HSBC. I'm equally comfortable leading a solo pitch or a collaborative team.

My experience across software and game development further drives my take on consumer and fan experiences.

Always up for a conversation about how to expand your brand. Let's talk.