I’m a strategic creative leader with 15+ years building brands across agency, in-house and as a founder. AI wizard, idea goblin.

I care about ideas. The big, ambitious ones. The small, practical ones. Mostly, I care that they work.

I'm based in Sydney, although I spent three very cold years in Toronto. I started my career as a designer, became an art director, then a writer. These days I move between strategy, creative direction and making the work itself. AI has changed how we build things, but not why. The job is still to understand the problem, find the interesting answer and get it out into the world.

Over the years I've worked across just about every channel: brand systems, digital, retail, film, social, activations, earned and plenty in between. Not because I set out to collect disciplines, but because brands don't exist in neat little marketing boxes. The work rarely does either.

I'm at my best helping brands find the thing that makes them genuinely distinctive, then turning that into work people actually notice. Sometimes that's emotional. Sometimes it's funny. Sometimes it's surprisingly simple. Whatever the approach, it should leave the business in a better place than it started.

Outside of agency life, I'm Co-Founder and Head of Brand at Earlybird, a non-alcoholic beer company I helped build from scratch. That's meant everything from naming and packaging to performance marketing, retail partnerships and figuring out how to grow a challenger brand with limited resources. It's taught me that great ideas matter, but being genuinely accountable for creative decisions matters just as much.

I also write about marketing and culture through Campaignful, and whenever I'm not thinking about brands, I'm probably hanging out with my kids.

 
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Awards & Accolades

 

  • GOLD / Cannes Crocodiles / Best Integrated Campaign / IKEA New Zealand Launch “IKEA, everywhere”

  • SHORTLIST / B&T Awards / Best Integrated Campaign / IKEA. 50 Years & It’s Just The Start

    SHORTLIST / B&T Awards / Best Use Of Media / Tassal “It Must Be Tassal”

  • Kantar Effectiveness Award / Best Print & Outdoor / Tassal “Can’t go wrong with the right prawn” / Campaign

  • Bestads / Top 6 / Ol’au Palau / Best Interactive

    Contagious Magazine June 2022 / O’lau Palau / World’s Best Creative

  • B&T Awards / Best Brand Platform: Switch it for Salmon / Tassal Salmon / Campaign

  • I blame COVID

  • Siren Awards / Round 4 2019 Overall Campaign & Individual / Athena Home Loans ‘The Call’ / Radio

    Bestads / Top 6 / Athena Home Loans ‘Prison Bus’ / Best Outdoor

  • I freelanced. End of story.

  • GOLD / The Advertising & Design Club of Canada / WWF Real Scary Masks / Advertising Best Art Direction, Campaign

    GOLD / The Advertising & Design Club of Canada / WWF Real Scary Masks / Experiential, Single

    GOLD / The Advertising & Design Club of Canada / WWF Real Scary Masks / Promo, Single

    GOLD / The Advertising & Design Club of Canada / WWF Real Scary Masks / Advertising Illustration, Single or Campaign

    SILVER / The Advertising & Design Club of Canada / WWF Real Scary Masks / Media Innovation, Campaign

    SILVER / The Advertising & Design Club of Canada / WWF Real Scary Masks / Media Innovation, Single

    MERIT / The Advertising & Design Club of Canada / WWF Real Scary Masks / Advertising Photography, Single

    SHORTLIST / The One Show / WWF Real Scary Masks / Design: Craft & Art Direction