I’m a creative leader with over 15 years’ experience building and directing award-winning work across gaming, entertainment, and emerging technology.

I specialise in defining creative vision and leading multidisciplinary teams to develop culturally relevant, technology-driven brand experiences—turning innovation into meaningful audience engagement and commercial impact.

My work sits at the intersection of creativity, strategy, and technology, with a focus on how platforms such as AR, mixed reality, AI, and interactive systems can redefine how brands connect with people.

With a foundation in design and art direction, I combine strong creative instincts with strategic thinking and leadership—guiding teams from early vision through to execution, while fostering environments where ambitious ideas can thrive. Alongside delivering standout work, I play a central role in shaping creative strategy, developing pitch narratives, and presenting to C-suite and senior stakeholders—helping to win new business and build long-term partnerships with global brands including Sony Pictures, Red Bull, Warner Bros., LVMH, and Xbox.

I’m particularly focused on the early stages of the creative process—where the right idea, clearly articulated, can unlock both creative ambition and commercial opportunity. From concept through to pitch and client partnership, I work closely with teams and stakeholders to ensure ideas are not only innovative, but viable, scalable, and impactful—including work that has reached millions and driven significant engagement across global markets.

Recently, I’ve partnered closely with Red Bull to develop a series of multi-market, technology-led experiences. This includes an augmented reality Olympic athlete celebration platform spanning multiple sports, territories, and talent, as well as a skills-based game featuring an NBA All-Star, designed for both mobile and a world-first holographic arcade machine. My wider portfolio includes the world’s first branded mixed reality game for Smurfs, an EEG-powered racing helmet for Ford performance drivers, a geo-located AR NFT scavenger hunt for the PlayStation 5 launch, and digital wearables for Dune that extended the fan experience into immersive digital environments.

I also contribute to the wider industry as a mentor and awards judge, championing the next generation of creative talent and more inclusive, forward-thinking work.