Credit: Creative Lead/ Art director

I was the Creative Lead and Art Director on the global launch of Range Rover SV Black, leading the integrated campaign across stills, film and social from concept through delivery and ultimately directing the hero film.

The central idea was deliberately design-led: exploring what “Black” means to Range Rover, not as a mood, but as luxury expressed through restraint, materiality and presence.

I set the art direction around an eclipse moment and worked hands-on with the lighting to craft the reveal SV Black emerging from near-total darkness as a warm, post-eclipse golden light spreads across the surfaces and pulls out the detail with quiet authority.

I also photographed select stills that were chosen for OOH across multiple regions and for editorial spreads, with the work featured in Vogue and Harper’s Bazaar, and I shaped the copy and messaging in close collaboration with senior stakeholders, including Gerry McGovern

Credit: Creative Director

Jaguar Type 00 Launch, Tokyo

I served as Creative Director for the Tokyo launch of Jaguar Type 00, partnering with Japanese artist Yoshirotten known for hyper-saturated, graphic, colour-led work that sits at the intersection of art, design and youth culture. The intent was to anchor Jaguar’s next chapter in contemporary art, using Tokyo as the right cultural stage. I shaped a filmed interview and mood piece that immersed Yoshirotten’s visual language into the car’s design story building a clear synergy between his world and Type 00’s future-facing aesthetic.

The content was commissioned as digital-first, but the work quickly expanded across Jaguar.com, social, and PR due to the strength of the collaboration and the visual impact

For Fender Guitars, I was hired as the director and worked closely with the brand’s creative lead to bring the concept to life on screen. I contributed to the overall look and feel, including art direction and lighting design, to ensure the execution matched the intent of the idea. As a Creative Director who also directs, I’m comfortable working across concept and craft when it benefits the work

Credit: Creative Director

Product films don’t have to be boring. They’re only boring when the product is treated like a list of features instead of a moment with stakes.

On the Range Rover Sport x Goodwood partnership, I worked directly with JLR to creative direct and art direct the content. The brief was to build a genuine link between Goodwood’s heritage and the Range Rover world, while heroing the launch of the new tyre.

So I anchored it in a modern pit stop ritual. The Range Rover Sport pulls in, the old tyre comes off, the new one goes on. Precision, speed, and choreography. It’s a product truth, but it plays like a scene.

The tone nods to Steve McQueen cool, translated into now through casting, wardrobe, grade, and a sharper contemporary visual language. Sound design was treated as a lead character, tools, torque, rush, so the film lands viscerally, not informationally. The result is a clean meeting of old and new. Heritage as atmosphere, modern performance as the punch

55 Years of Range Rover

The idea was to make people feel the decades rather than be taught them, moving through the 1970s, 1990s, and today so the audience sees how the world, styling, and vehicles evolve, while Range Rover’s brand codes remain unmistakably consistent.

I led the project as a Creative Lead end to end. Build the concept, from the ground up, built the shot list, and on the day I was the on set creative lead, director, and photographer. Because the budget was effectively nonexistent, I also handled the lighting.

The rollout was designed as a deliberate nine tile grid narrative. We introduce the 1970s car, step into the 1990s, and land on the new Range Rover SV. Across every decade we stayed tight on craft, focusing on hands, textures, materials, magazines, and macro detail, so the work felt lived in rather than instructional.

The content ran across Range Rover social, was picked up and shared organically, and even got analysed publicly as a strong social playbook.

Alex Garcia (@house.of.Ag) spotted it on Instagram and broke down why it worked, then shared that breakdown with his wider audience. client ultimately repurposed selected assets for above the line use.

RFLCT was a screen protector with a reflective mirror surface, and the idea went straight into culture. I built the brand around Gen Z energy and female empowerment this unapologetic “you do you” mindset. Confidence first. No permission needed. The product made sense in that world because it literally reflected you back at yourself.

As Creative Director and brand architect, I created everything from the ground up: name, identity, colour system, brand language, and visual world. I partnered with make-up artists, content creators, and influencers, and I actively used Three Mobile’s creator database to seed and scale social content fast. This wasn’t random gifting it was strategically curated talent that already spoke to the audience.

I wrote all the Instagram copy, set the tone of voice, and created every influencer brief ensuring consistency across feeds, stories, and video. I oversaw content across Instagram, Amazon storefronts, VOD, and retail touchpoints so the brand never fractured.

I also creative-directed the launch film, running a 22-person crew on almost no budget, yet still delivering something premium and culturally sharp. Beyond the creative, I handled the operational reality speaking directly with the warehouse and factory in China, managing production, reorders, and the full pipeline.

That period was a real education in brand building. Not theory. Not moodboards. Actual end-to-end ownership from cultural insight to product, content, commerce, and supply. That’s how brands are really made.

The product appeared in Vogue & Harper Baazar - as fresh new product. We even did a campaign with a love island star - imagine that!

Creative Director & Social Lead

I partnered with Sofluency, an influencer agency, after Lenovo UK approached them to create social content for the launch of a new tablet. Sofluency came to me with a simple problem: they had access to creators, but needed a proper idea that would actually travel.

I developed and sold a creator led film concept built around mobility and inspiration. Not a generic “here are the features” post. The tablet becomes the thing that gives you freedom to move, notice, and create anywhere, capturing ideas the second they hit. I wrote the creative platform and line, launched the hashtag #HowFreedomFeels, and shaped the campaign to feel like a mini TVC launch, with creators as the talent, not as an afterthought.

Lenovo bought the idea and brought in their PR agency, Three Monkeys. I then extended the thinking into an earned first launch moment: a launch party where we premiered the films, invited the creators’ network, and turned the event into a content engine. People came down, tested the product, and posted in real time.

We produced a hero film plus three creator videos, and the launch landed with over 3 million views on day one. It was a clean reminder that when the idea is strong and distribution is designed in, you can win attention without throwing money at media

Herne the Hunter - Fashion film

Client: People of All Nations

Credit: Creative Concept (Story)

I did this for People of All Nations as a fashion film, but the starting point was never “let’s make something that looks nice.” I wrote the concept as a story first. Not a treatment, not a moodboard in paragraph form. An actual narrative.

At the centre is an older man haunted by what came before. The past doesn’t sit politely in the background, it stalks him. And the only way out is lineage. He hands over his life, his weight, his unfinished business, to his son. The son turns up to take the reins, not as a replacement, but as the next chapter. Inheritance as transfer. Heritage as something you carry whether you asked for it or not.

To make that idea land for the brand, I adapted it through a Germanic folktale logic, the kind of myth where history isn’t explained, it appears. That’s where the figure came from. A demon death hunter on screen. Not as fantasy decoration, but as a physical embodiment of the past. A presence that forces the handover to happen.

That’s the film. Not clothes as product. Clothes as evidence. A world about heritage being passed on, with a mythology strong enough that People of All Nations can live inside it, not just wear it for one season

Credit: Creative Director

Client: VYPE

During COVID, when emerging artists lost access to stages, studios, and exposure, we created a global competition that didn’t just “discover talent” it actually changed a career.
Partnering with The Fratellis and Vype, we designed a platform where the reward wasn’t clout, but real industry access: a professional studio session, label-backed release, mentorship, and distribution.

Content across Paid Social and Organic

Global Creative Director

Shaping a modern Children Brand.

At Yoto I helped shape the creative direction of the brand during a period of growth, leading work across campaigns, product launches, and brand evolution. I developed platforms such as Baking with Yoto and Summer with Yoto, positioning the brand within everyday family moments and driving deeper engagement through community and influencer programmes.

I played a key role in launching the Yoto Player and Yoto Mini, creating core storytelling assets that supported product understanding and sales. Working closely with senior leadership, I contributed to evolving the brand identity, website experience, and visual language across photography, film, and social.

My focus was on shifting Yoto from a functional product into a culturally relevant children’s brand, building emotional connection with families and establishing creative principles that continue to inform the brand today.

I came up with Gear Up and art directed it as a TikTok-native Defender platform built on Stay & Play behaviour and the existing “Geared Up” community.

The idea: show Defender as the vehicle you gear up with for extreme seasons not just a backdrop.

To keep it properly social, we partner with creator Gozzilah to lead the world and energy.

Chapters explored: extreme climbing, sandboarding, canoeing

Play Hydrate Launch Campaign (US)

Credit: Creative Director & Art director

I led the creative direction and art direction for Play Hydrate, a sugar-free sports drink entering the US market massively outspent by the category giants and with near-zero awareness. Our strategy was to flip the category logic: if performance is the promise, then sugar is the compromise the thing quietly working against sport. To make that real, we built the campaign around true stories from people who loved training but had their performance derailed by diabetes, grounding the message in lived experience rather than brand hype.

I helped shape the narrative and copy, and set a stark black-and-white visual world to give the work weight and seriousness positioning sugar as the enemy, and Play Hydrate as the cleaner alternative for athletes who take performance personally

Credit: Creative Director

Work life campaign;

For Worklife, I led the creative and art direction to build a bold, character-led brand world that could scale beyond a single campaign.

I sourced and brought in the animation team, then worked closely with them on the design system from transitions and pacing to how the characters move, emote, and hold attention across formats. The goal wasn’t just “nice ads”; it was to create ownable brand IP: a consistent cast and visual language Worklife could keep using across OOH, social and film for the long term.

That character system has held up and the characters are still being used today.

Credit: Creative Partner & Art director

Deliciously Ella Feel Better App Launch

I worked as a Creative Partner and Art Director, partnering closely with a Strategy Director, to help reposition Deliciously Ella from recipe-led content into a more accessible, everyday wellness brand for the launch of the Feel Betterapp. The core move was simple: wellness isn’t the grand transformation it’s the small, repeatable steps people can actually stick to.

We built the creative platform around that truth and translated it into a clear tone of voice.

This work was developed during the period I co-founded Defiant, shaping the agency’s approach to strategy-led creativity and brand systems that can scale beyond a single campaign

Credit: Creative Director

Freelance Creative Director at Maker Agency, brought in to develop copy for a national UK OOH launch for ESN Sports.

I shaped the campaign language to feel native to gym culture motivational, punchy, and instantly recognisable pairing slogans tightly with the visual system. Alongside the OOH, I contributed scripts, a visual treatment, and a social activation approach built around UGC to extend the idea beyond the streets.

The work ultimately launched as the OOH campaign.

Like every creative in advertising, I’ve directed a music video on a shoestring budget.

For Universal, I directed Love Harder x Amber Van Day on £6K and owned the whole thing: concept, directing, set design, art direction, styling. The idea was a neo-noir bank heist, but the “bank” is where influencers collect their pay cheques.

Then Trump becomes the pursuit, turning it into a chase film with a wink. Visually, I leaned hard into 50s neo-noir DNA with a hyper-saturated palette and punchy, graphic composition.

It was pure making-something-from-nothing energy and it ended up nominated for Best Music Video at the Berlin Music Video Awards

Credit: Copywriter

Agency: Devries GLobal - IPG

White Paper Campaign