About me

I see the future of my career being in opportunity-building creative. Seeking chances to proactively expand experience for myself and who I’m working with, to grow with clients, and to reach for creative solutions that can make a difference to the world. In terms of skill set and things I love to do, I would describe myself as conceptual & strategic in experiential, activation, advertising, I come up with and design content, with a solid background in 3D design and am a very natural copywriter. I’m excited by the chance to make things happen, initially by creating simple interactions and connections between people and brands to make those small but important differences in life, that lead to a more significant effect. Selling to people is one thing, but helping them to understand why something is worth their while is far more empowering. I love to tap into people’s emotions and needs, to find opportunities to really fulfil and help them, not just get them to part with their money. In agency life I like to get involved in strategy, as I believe having a hand in the planning helps me to find inspiration and vision to more effectively drive the creative. Honing and focussing objectives, helping to sharpen insights, and getting under the skin of the problem, and ultimately the client’s business. I’m not someone who just executes. This has come to life through many of the projects I’ve worked on, creating experiences and engagement across various sectors: whether it’s the need for fitness, wellbeing, escapism, a business problem, a cultural connection, or simply the desire to find new music, or even play a game; using creative thinking to find ways to connect authentically. In my home life I don’t like to leave jobs unattended if I can do something about them. I’m never afraid to work something out with my DIY attitude, natural practical skills, and ability to learn quickly. I take a considered approach, balancing creativity with a measure, and have achieved things I didn’t know I could do until I’ve done them. That’s really satisfying...

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Projects credited in

• 2

  Playstation Players Village EGX [Birmingham, UK]Attended by over 80,000 people, EGX is the peak annual exhibition for brands in the gaming industry in the UK. PlayStation held the biggest stand spanning 2011m2 with an open-plan area with 9 exhibition-stylized gaming zones as well as a main stage featuring back to back day programming for 3 days.
• 1

  Mastercard/League of Legends eSports [Seoul, South Korea]Activation for the 2018 World Championship held in South Korea. 'The Mastercard Nexus' located in Gangnam Gu, was a three-day experiential pop-up featuring amongst other interactive experiences, customized Augmented Reality, player meet and greets, Workshops, media events, viewing party, streaming booths and back to back tailored stage programming.

Work history

Creative DirectorFRUKT
Nov 2016 - Jun 2020London, United KingdomFull Time
Leading the creative and design team, driving and presenting pitches and project work. Influential in strategic planning. On the Management Team, developing culture, team, clients and new business.
Global Creative DirectorGeometry Global
Mar 2014 - Nov 2016London, United KingdomFull Time
Account: Rothmans global. A high performing globally distributed FMCG brand (over 70 countries and expanding) with an annual gross revenue of £2.5bn.

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Skills

• Concept
• Copywriting
• Advertising
• Experiential
• Brand Activation
• Social Amplification
• Design
• 3D Conceptualization
• Event Concept
• Content Ideation

Education

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BA(Hons) Furniture and Product DesignNottingham Trent University
Sep 1998 - May 2002Nottingham, United Kingdom
What a great course to have done, learned a lot about researching a problem, writing a brief, designing and prototyping, workshop skills, presentation skills, and a year on placement in the midst.

Awards

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Best Esports activationExperiential Marketing Summit EX Awards
The MasterCard Nexus, sponsorship of League of Legends, experiential fanzone, incorporating curated entertainment, influencers, experiences, relevant partners, all laddering up to the Riot Games tone, and MasterCard's Start Something Priceless positioning.
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Best Use of Technology at a Sporting EventEvent Technology Awards
The MasterCard Nexus, sponsorship of League of Legends, experiential fanzone, incorporating curated entertainment, influencers, experiences, relevant partners, all laddering up to the Riot Games tone, and MasterCard's Start Something Priceless positioning.

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