About me

I create ideas at the intersection of storytelling and innovation, helping brands connect with audiences who are increasingly rejecting traditional advertising. My mission is simple: make brands matter again by designing experiences that people want to engage with in a landscape where attention is fragmented. At T&Pm, I lead creative innovation projects across all our brands, most recently for Mars Wrigley and RNIB. My work is driven by a passion for AI, gaming, and emerging technologies, which allows me to craft bold, future-facing campaigns. I also oversee all creative work for Toyota and Lexus UK, with a focus on telling meaningful brand stories that help both brands push towards their net-zero goals. My career has taken me through a diverse range of agencies, from the pioneering R/GA London and Agency Republic to traditional giants like Fred & Farid Paris and Adam & Eve. This unique blend of experiences gives me the ability to identify and leverage emerging platforms and trends, creating campaigns that cut through ad fatigue and connect deeply with tech-savvy audiences. For over 16 years, I’ve pushed the boundaries of creativity—whether making David Beckham speak nine languages and age 30 years, casting John Boyega as the new James Bond, or scripting comedy for Kevin Hart. And yes, I’ve even turned a man in a bath into an angry horse. I thrive on leading teams to bring innovative concepts to life, collaborating with creatives and technologists to create work that leaves a lasting impact. As an advocate for neurodiversity, my late diagnosis of ADHD has deepened my commitment to helping neurodiverse young people find their voice and creativity through mentorship. Outside of work, I’m a massive gamer and all-around geek. So, if you’re looking to make something nerdy and groundbreaking, give me a call. Check out my full CV here

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Projects

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  Hyundai Feel The FeelingPerformance car ads are tired and predictable - same driver, same roads, same landscapes. Dull, dull, dull. We launched ‘N’ by showing how bonkers the zippy little car felt to drive. Still can’t believe we managed to sell this in.
• Malaria Must Die Voice PetitionThe world’s first petition you could sign using your voice. Launched by David Beckham and groundbreaking video synthesis tech; ‘Deepfake’ used for good. All done with a scarce budget and an abundance of favours.
• Nike Move With HartNike wanted to show that running doesn’t have to be so bloody serious... Enter Kevin Hart into one super awkward press conference.
• Killzone II WebgameThe world's first internet-wide shoot-em-up. Whenever, wherever you were browsing you could be attacked without warning. Fight back with whichever friends were online at the same time.
• Make Google Do It UKWe partnered with Google Labs for the UK launch of the Google Assistant - the big shift from answers to actions. Super-duper-smart-AI-voice-technology presented in an altogether more human way. Campaign’s Tech campaign of the year.
• The WastelandIn 2016 I released my first short film. Written and directed by me and funded on Kickstarter. It was shown in film festivals on both sides of the Atlantic. This is just the beginning, I have another short and a feature in the writing stages.

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Projects credited in

• 5

  Google - Make Google Do ItWhenever you can't, make Google do it.

Work history

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Creative Innovation DirectorT&Pm
Jul 2021London, United KingdomFull Time
Associate Creative DirectorR/GA
Sep 2014 - Apr 2020London, United KingdomFull Time
Went from freelance senior creative to Associate Creative Direction over 5.5 years. Made award winning work on Nike, Google plus big projects for Hyundai and Unilever. We also ran the Malaria Must Die account for two large campaigns.

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Education

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Post-graduate Watford Ad School
Aug 2006 - Mar 2007Watford, United Kingdom
Studying under the great man Tony Cullingham.
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BA Creative AdvertisingUCLAN
Sep 2002 - Apr 2006Preston, United Kingdom