I'm a Senior Art Director and creative lead who still starts every project with a sketchbook.
I'm drawn to the insight before the idea - the cultural tension, the human truth, the thing that makes a concept feel inevitable rather than invented. That's what I look for before I touch a moodboard or open a brief.
What makes me a bit different is the range I've built getting here. I've worked across ecommerce, acquisition, digital advertising, social, and shoppable media - and I've written code. That breadth means I don't just art direct for a format, I think in it. I know what makes something work when someone's thumb is moving fast, and what makes them stop.
I studied engineering Product Design, and that logic never really left me. It's how I structure AI prompts, how I storyboard a shoot. Systematic thinking and creative instinct, working together.
I've directed shoots across GB and global markets, built AI-plus-CGI workflows for Diageo brands at scale, and led creative teams through complex multi-brand portfolios. I care about the craft and the outcome equally - and I don't really separate the two.
Outside work I'm an Ironman finisher and a photographer. Both teach you the same thing: timing, patience, and knowing exactly when to commit.