About me

I’m a multidisciplinary creative specialising in fashion storytelling, creative direction, and brand communication. With over a decade of experience across the Australasian market—and now based in Europe—I bring a global perspective to visual narratives that resonate. I hold a Master’s degree (with honours) in Fashion Styling, Creative Direction & Digital Content from Istituto Marangoni Milan. During my studies, I was selected for a mentorship with Harper’s Bazaar Italia’s Creative Fashion Director, Sissy Vian—an experience that continues to inform my approach to styling and editorial concepts. My background spans art direction, campaign development, visual communication, and marketing across fashion, beauty, and lifestyle brands. Whether leading a team or working independently, I’m driven by creative ideas that feel purposeful, bold, and culturally in tune.

PostsProjectsExperienceTeam

• Celebrating an Achievement: Third Place in the Istituto Marangoni, Sissy Vian Mentorship Programme.

Projects

• The New Aesthetic - Sissy Vian MentorshipUnder the mentorship of Sissy Vian, Creative Fashion Director of Harper’s Bazaar Italia, I explored the cultural and sartorial legacy of the corset—its historical function, evolving symbolism, and resurgence in contemporary fashion. The brief challenged us to reinterpret this iconic garment through a new aesthetic lens. My concept, titled, Structure & Subversion, drew inspiration from the rebellious spirit of Constantin Brancusi, whose minimalist yet radical approach to form aligned with the c
• Industry Project: Des Phemmes – A Visual Exploration of Femininity and Artistic HeritageI was invited to interpret the identity of Des Phemmes through a contemporary creative lens. Led by designer Salvo Rizza, the Milanese luxury womenswear brand is particularly inspired by the raw aesthetics of 90s photography and the enduring cultural iconography of Kate Moss. Inspired by the analogue techniques of Nick Knight and the intimate, unfiltered depictions of the body by Corinne Day and Mario Sorrenti, I explored nudity as both an artistic expression and a symbol of empowerment. Deliv
• Westfield - The Frontline of FashionA fully integrated shoppable digital retail campaign with story-telling clips for paid & owned channels featuring ambassadors discussing sustainability, feminism and sporting achievements.
• Brancott Estate, Life On The Flipside - Global Social LaunchI developed a series of visual assets, both stills and motion for all social platforms which laddered back to Brancott Estates' new brand positioning; Taste Life on The Flipside. With this in mind, the campaign was designed to evoke a playful impression via unexpected food pairings, cocktail ideas and poppy styling to ignite fresh energy & inspiration.
• Westfield Australia, Spring-Summer BeautyAs an extension of The Frontline, new ambassador Robyn Lawley was introduced promoting body positivity, beauty & wellness through a series of motion & stills for all of Westfields paid and owned channels.
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  Layers of Me - Myer, AustraliaDevelop a fashion campaign which was real & relatable whilst taking a personal glance at the stories of the diverse talent who made it happen. The emphasis was on creating a meaningful voice that resonated with an ever-expanding & changing audience.

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Work history

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Creative DirectorGeorge P. Johnson
Dec 2021 - May 2022New ZealandFreelance
Key client LVMH, Focusing on their premium brand vineyard in New Zealand, Cloudy Bay I lead a successful pitch was in demonstrating the potential for LVMH's investment in a comprehensive marketing strategy to further promote the brand. I worked with a production team and managed external suppliers including 3D designers, motion editors, and product & graphic designers. Detailed event and venue design styled for the local market and elevated for international stakeholders; each with distinct experiences linked to the overarching theme. - Designing merchandise and promotional material - Art direction for a proposed dining space pop-up activation - Concept development and additional pitch presentation for a signature dining event projected to become part of the Cloudy Bay brand, leveraging its wine in conjunction with food pairings for the European and US market.
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Creative DirectorDark horse
Mar 2021 - Dec 2021Auckland, New ZealandFreelance
- Build process and procedure in-house - Project management and overseeing all contract work, including building supplier relationships. - Concept development and execution for a global campaign for Pernod Ricard's Brancott Estate - Concept development and creative lead for all Brancott Estate merchandise on-premise and instore - Concept development for all Brancott Estate activations in Australia and New Zealand - Art Direction of all content shoots; both remote and on location

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Skills

• Creative Strategy
• Pitch Development
• Concept Development
• Activation
• Styling Shoots
• Styling Direction
• Creative Art Direction
• Art Direction
• Project Leader
• Creative Leadership

Education

CertificateGeneral Assembly
Apr 2017 - Jul 2017Melbourne, Australia
UX Design
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Certificate in Graphic DesignMedia Design School, Auckland
Feb 2000 - Dec 2000Auckland, New Zealand
Diploma Graphic Design with special mention

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Awards

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Finalist - FashionThe Real Media Awards
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Finalist - Direct Mail SeriesThe Real Media Awards

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