Practices
Creative Direction
From initial brief through to final execution, I believe strong creative is built on trusted client relationships, strategic thinking and cultural insight. Drawing on years of production experience across artists and brands, I turn topline briefs into ambitious, achievable ideas. Bringing together a trusted network of directors, producers and freelancers together - the result is work that feels culturally relevant, intentional and connected to a wider creative vision.
Campaign Development
Expanding a single concept into a suite of assets across social and digital platforms - from music videos and visualisers to live sessions and short-form content. Rather than treating each deliverable as a standalone asset, I focus on creating cohesive bodies of work where every piece serves a purpose within the overall campaign. The result is for deliverables to feel considered, interconnected and consistent across a rollout.
Guiding productions from pre-production through to post and final delivery, with a clear understanding of the agreed creative vision. I focus on protecting the initial brief throughout the process - knowing when to push an idea further and when to refine or adapt the approach to meet the realities of production. The aim is to balance creative ambition with practical decision-making to deliver the strongest possible outcome
Collaborating with artists and brands to develop ideas that authentically reflect their identity and the world around them. I believe strong creative needs an anchor grounded in an honest understanding of the culture, community and creative landscape it exists within. The focus is on finding what feels true to the artist or brand, and using that insight to shape work that feels relevant, distinctive and genuinely connected to its audience.
