A little about me
What started as a brave leap from Sydney to London became a near two-decade creative odyssey that’s taken me from Soho’s recording studios to Dubai’s premier music festival, from creative workshops with clients in Geneva to TV shoots in San Francisco, Mumbai, Beirut and beyond.
I’m an award-winning, insight-led Australian Creative Director at the intersection of culture, craft, and commerce. I’ve led cross-functional creative teams, shaped brand platforms, and developed integrated campaigns that don’t just make brands famous—but are meaningful, relevant, and results-driven. I bring a blend of creative leadership, strategic thinking, hands-on creative direction and storytelling expertise to every brief helping global icons evolve with purpose, relevance, and an undeniable edge.
My path has been anything but linear—and that’s what’s shaped me. I’ve developed purpose-led work for health brands across continents. Directed footballers for social campaigns that challenged the status quo. Delivered integrated creative across every channel you can name—TV, social, AV, OOH, print, content, brand experience—at powerhouse agencies like Saatchi & Saatchi, Grey, McCann, and RAPP while collaborating with household names—including David Tennant of Doctor Who, Gabriel Macht of Suits, and Kevin Bacon of, well, legend, to help bring it to life.
I’ve pitched in C-suite boardrooms, produced in four time zones, and mentored talent into creative leads. I’ve built global toolkits and local relevance. And I’ve learned that the best work always comes from commercial awareness, empathy, clarity, and guts.
Now, after my time abroad, I’m back where it all began—refreshed, recharged, and ready to channel everything I’ve gained into the next chapter here in Sydney.
Creative education
Recognition
1 Silver: Effie Awards
1 Gold: Campaign Magazine Brand Republic Awards
5 Gold: DMA Awards
1 Silver: DMA Awards
1 Gold: Drum Network Digital Awards
1 Gold: Best UK Awards
1 Gold: Performance Marketing Awards
Judge: Creativepool Awards 2017-2022
Some lovely words
Experience
Freelance
Creative Director
Sydney + London
August 2024 to present
• Developed brand experiences for Australian brands at Because Sydney.
• Directed creative for the Sela X NUFC partnership at Wasserman London.
Saatchi & Saatchi
Creative Director
London
November 2023 to June 2024
• Led accounts and developed creative for Visa, FIAT, and Jeep across TV, AV, social, radio, and OOH.
• Developed and launched Churchill Insurance's Q2 2024 multi-channel campaign boosting awareness and new acquisitions.
• Created an anti-misogyny in football social campaign featuring Team Visa ambassadors gaining media coverage.
• Nurtured creative talent and cultivated a more collaborative, unified team culture across multiple accounts.
WPP x Grey
Creative Director - Global
London
January 2022 to November 2023
• Led global brand stewardship for Panadol, directing teams in sister offices including Singapore, Sydney, Dubai and Buenos Aires.
• Developed and launched ‘Release Starts Here’ global brand platform across TV, social, print, OOH and brand activations.
• Developed the 2024 Cold & Flu range campaign and toolkit for EMEA and China markets across TVC, social, print and shopper.
• Managed TVC and content shoots in London, Beirut, and Mumbai.
• Pushed Panadol clients beyond TV and social into mindfulness, purpose-led and documentary-style creative.
• Served as a Grey ‘Creative Council’ member.
Freelance
Creative Director - Senior Creative
London
May 2020 to January 2022
• Led creative development for Huawei at Grayling London across social and branded content.
• Worked with The Mix, Pernod Ricard’s in-house agency, and in Sky Creative’s little black book.
MullenLowe
Creative Director - Contract
Dubai
January 2020 – May 2020
• Led creative for City Centre Malls–the UAE’s largest mall chain–across content, social, print, in-store and brand activations.
• Developed a high-impact campaign with influential NY fashion photographer ‘The Sartorialist’ boosting footfall and sales by 45%.
FP7 McCann
Creative Director
Dubai
October 2017 - December 2019
• Developed award-winning campaigns for Mastercard, Emirates NBD, and Dubai Holding across TV, social and brand activations.
• Won Silver Effie for Dubai Holding: This is Living campaign boosting customer acquisition, sales and gaining media coverage.
• Managed and mentored creative teams and led large-scale TVC and brand activation shoots.
Time off and Travel
October 2016 - September 2017
Took some much deserved time off to re-energise, explore more of Europe and visit family and friends in Australia.
Saatchi Masius
Creative Director
London
August 2015 – September 2016
• Won accounts for China Southern Airlines and City Index.
• Led social, content, print, and OOH campaigns.
RAPP
Associate Creative Director
London
July 2010 – August 2015
• Led award-winning campaigns for Barclays and Virgin Media across AV, social, DM, print and brand activations.
• Won 16 awards, including 8 Gold for Barclays ‘Personalised Lending Video’ customer campaign.
Agency.com
Senior Art Director
London
February 2007 – July 2010
• Managed high-profile campaigns across digital, print, and brand experiences.
• Spent time at our New York and Sydney offices working on campaigns and pitches.
Wunderman
Art Director
London
January 2004 – February 2007
• Developed digital creative solutions for Land Rover, Microsoft, Adidas, and Xbox 360.
• Won Gold DMA for Art Direction - Land Rover: Range Rover Sport launch experience.
