CREATIVE DIRECTOR
Combining ideas, design craft and AI technology.
I lead creative teams and develop digital experiences across social, motion and global campaigns.
My background spans luxury, technology and entertainment, working with brands including Apple,, Samsung, Rolex, PlayStation and BMW.
I combine strategic thinking, hands-on execution and AI-assisted workflows to help teams create better content, faster.
CREATIVE LEADERSHIP ACROSS GLOBAL AGENCIES
Critical Mass, WPP Production, Leagas Delaney and TMW.
Lead & Structure
- Lead collaboratively — work alongside teams, providing direction and support rather than managing from above.
- Build the right team — create clear roles, responsibilities and structures.
Develop & Reskill Teams
- Develop people — identify strengths, ambitions and areas for growth.
- Reskill teams — help production-focused teams become more creatively led through relevant projects, training, mentoring and new tools.
- Delegate with purpose — give people ownership, stretch projects and increasing responsibility.
Coach & Support
- Daily stand-ups — keep people supported and workload balanced, unblock issues, address concerns and firefight challenging timelines.
- Creative inspiration — hold monthly design/creative sessions to share ideas, references, emerging trends and new tools.
- Regular 1-to-1s — discuss workload, wellbeing, development, ambitions and any support needed.
Set Direction & Motivate
- Set goals & review progress — agree objectives and use formal reviews to track development.
- Motivate & recognise — give credit, celebrate progress and create a positive creative culture.
Manage Challenges
- Handle difficult situations — address conflict, underperformance and blockers early.