With a career spanning 12 years to date, I’ve led the creative direction for global brands including Eurovision, HUGO, adidas, Lululemon and The Premier League.
I don’t start with aesthetics, I start by understanding people and what they love, how they spend their time and what makes them feel something. From there, I translate brand DNA into spatial concepts, playable experiences and narrative worlds that resonate because they’re built from cultural understanding.
I’m particularly interested in how brands show up meaningfully with Gen Z and Alpha cultures, not as spectacle, but as something they can participate in and make their own. Working in gaming has given me a deep understanding of how youth cultures interact, socialise, and express their identity within digital spaces, and how experiences need to earn their place within that behaviour by showing up in a way that feels native.
I lead multidisciplinary teams across art, design, game and UI from early concept through to live delivery. I believe the best creative leadership means having a commitment to refinement, upholding a clear framework for excellence and a unified approach, providing the space for other’s creativity to shine, and the conviction to reset when something isn’t working, and the clarity to rebuild it better.
SKILLS
Art Direction
Spatial Storytelling
Brand Translation
Creative Pitching
Concept Development
Team Leadership
3D Development Background