I graduated with a degree in Graphic Design, beginning my journey as a designer working across all media.

 

As my career progressed, I leaned into moving image. I've worked at AKQA, MullenLowe and AMV, and alongside several prominent production companies and branding agencies. My work has spanned advertising, music, broadcast, editorial, corporate and B2B, for brands including Nike, Coca-Cola, Netflix, Diageo, Unilever and BT.

 

Creative and art direction have been a large part of my career throughout. I lead teams and have built studios, but have always remained hands-on. Bringing people together, and building the workflows that let a team take on volume without the quality slipping.

 

AI is changing how creative work is made, and beautiful imagery is becoming easier to generate than ever. In a world of more visual noise, ideas will matter more, not less. The value sits in the thinking behind it — the judgement, the pacing, the emotional truth.

 

It might look incredible, but does the message land?  If it does, is it at the expense of authenticity?

 

I use AI as part of the toolkit, but discernment and craft remain at the forefront.