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

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.

Play Hydrate Launch Campaign (US)

Credit: Creative Partner & 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 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

I worked directly with JLR to creative direct and art direct content for Goodwood and the brand partnership. 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.

I anchored the idea in a modern pit-stop moment: a Range Rover Sport pulls in, the old tyre comes off, the new one goes on precision, speed, and ritual.

The tone nods to the iconic Steve McQueen cool, but translated for now through casting, wardrobe, grade, and a sharper, contemporary visual language. Sound design was treated as a lead character the tools, the torque, the rush so the film feels visceral. The result is a clean meeting of old and new: heritage as atmosphere, modern performance as the punch.

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

Credit: Creative Partner & Art 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 director

Client: Lenovo

Platform: VOD & SOCIAL