A little about me
What started as a brave leap from Sydney to London became a 20-year creative adventure across continents, cultures, and some unforgettable collaborations. I’ve shaped global brand platforms in London, launched celebrity-led campaigns in Dubai, run client workshops in Geneva and been on shoots from San Francisco to Mumbai, Beirut, and beyond creating ideas that don’t just grow brands, but stick.
I’m an award-winning Creative Director who thrives at the intersection of strategy and creativity, fusing insight, craft, commerce, and talent artists to help brands cut through the noise and connect with audiences. I’ve led creative creative accounts and teams at Grey, Saatchi & Saatchi, and McCann, building trusted client partnerships and delivering impactful integrated campaigns and brand storytelling across TV, social, digital, experiential, and OOH for global names including Panadol, Mastercard, Barclays, Virgin Media, HSBC, Land Rover, and Dubai Holding.
Along the way, I’ve collaborated with visionary directors, brilliant creatives, razor-sharp strategists, world-class production partners, footballers unafraid to challenge the status quo—and even cultural icons like David Tennant (Dr. Who), Gabriel Macht (Suits), and Kevin Bacon (of, well, legend). Together, we created campaigns that built brand trust and drove real business impact.
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 high-impact brand experiences ideas for Because Sydney, blending live and digital activations.
• Directed creative for the Sela × Newcastle United FC partnership at Wasserman London, aligning sport, culture, and brand strategy to strengthen fan and sponsor connection.
Saatchi & Saatchi
Creative Director
London
November 2023 to June 2024
•Led accounts and integrated campaigns for Visa, FIAT, and Jeep across TV, AV, social, OOH, and radio, driving cohesive brand storytelling
and measurable business growth.
• Spearheaded Churchill Insurance Q2 2024 campaign, boosting awareness by +18% and driving new customer acquisition.
• Created a powerful anti-misogyny in football social campaign with Team Visa ambassadors, earning widespread media coverage and cultural traction.
• Championed a collaborative, high-performance team culture, mentoring junior creatives and ensuring work consistently exceeded client expectations.
WPP x Grey
Creative Director - Global
London
January 2022 to November 2023
• Served as global brand steward for Panadol, directing multi-market teams across Singapore, Sydney, Dubai, and Buenos Aires.
• Developed and launched the ‘Release Starts Here’ global brand platform, rolled out across TV, social, OOH, print, and experiential
redefining Panadol’s positioning worldwide across 20+ markets, credited with double-digit sales growth.
• Delivered the Cold & Flu 2024 range campaign and toolkit for EMEA and China markets across TVC, social, print boosting sales over 45%.
• Led multi-market shoots including London, Beirut, and Mumbai, ensuring idea and brand integrity.
• Guided Panadol clients beyond traditional advertising into purpose-led, documentary-style content such as the mindfulness-driven Release Sessions series and experience.
• Served on Grey’s Creative Council, influencing agency-wide creative standards and global leadership.
Freelance
Creative Director - Senior Creative
London
May 2020 to January 2022
• Creative lead for Huawei at Grayling London, delivering cross-platform content that amplified brand visibility.
• Collaborated with The Mix (Pernod Ricard’s in-house agency) and Sky Creative, shaping content and brand storytelling across campaigns.
MullenLowe
Creative Director - Contract
Dubai
January 2020 – May 2020
• Led account and creative for City Centre Malls, the UAE’s largest mall chain, across social, in-store, and brand activations.
• Partnered with The Sartorialist (NY fashion photographer) to create a high-impact campaign that boosted footfall and sales by 40%.
FP7 McCann
Creative Director
Dubai
October 2017 - December 2019
• Led major accounts including Mastercard, Emirates NBD, and Dubai Holding, delivering award-winning campaigns across AV, OOH,
radio, and brand activations.
• Won Silver Effie for Dubai Holding’s star-led This is Living high-end development campaign, which boosted customer acquisition 40%
driving sales and significant media coverage.
• Managed and mentored creative teams while overseeing large-scale productions and brand activations across the region.
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
• Secured new business wins with China Southern Airlines and City Index, adding £5M in agency revenue.
• Elevated brand perceptions with social, content, and OOH campaigns that modernised client communications.
RAPP
Associate Creative Director
London
July 2010 – August 2015
• Directed award-winning campaigns for Barclays and Virgin Media across AV, social, DM, print, and brand activations.
•Led the successful pitch that won AMD, marking the biggest account acquisition in RAPP’s history.
• Won 16 industry awards, including 8 Golds for Barclays’ Personalised Lending Video, a campaign that pioneered personalised content
in financial services.
TBWA
Senior Art Director
London
February 2007 – July 2010
• Led high-profile campaigns across digital, print, and brand experiences for global brands.
• Gained international exposure working in the New York and Sydney offices on global campaigns and pitches.
Wunderman
Art Director
London
January 2004 – February 2007
• Created award-winning digital experiences for Land Rover, Microsoft, Adidas, and Xbox 360.
• Won Gold DMA for Art Direction on the Range Rover Sport launch experience.
