Educated initially in Fine Art and as a New Media Director, then evolving into an integrated fashion and advertising Creative Director with ten years experience within advertising and fashion. I was working at some of the leading agencies and brands in London, Madrid, Singapore, and Prague. During the time in Grey London, we won Agency of the Year twice, and IPA Agency of the Year for Effectiveness. My objective has always been to create a cultural impact for brands through creativity. I believe in either entertaining people, be useful or both; everything else gets in the way of people’s lives. Brands that do this well are loved, embraced, and part of the cultural conversation. I also believe in the importance of craft. The craft can transform simple things into something genuinely profound. Transform logic into magic.
Projects credited in
- Launch of BOSS THE SCENT male and female fragrancesI was Senior Account Director at Grey London for over two years on the HUGO BOSS FRAGRANCES. During my time there I took the brief to launch THE SCENT, Hugo Boss' first fragrance which centred around seduction. From strategic and creative development through to production and deployment, I lead the campaign.
- Hugo Boss — The ScentThe Brief Hugo Boss introduced a female fragrance to the already successful male seduction fragrance, The Scent. We needed to create advertising for the new female scent, a dual gender and male version to align all creative. The key objective was to bring to life the physiological impact of the scent on the body and show the magnetic power of Boss seduction encapsualted in the scent. The Solution Seduction is a highly sensory experience. First you see the person; you are attracted to them. Next you hear them: what they say, how they say it. Then you are close enough to smell them. This is the moment of truth, it’s the moment you breathe each other in. The moment that triggers the magnetism. Smell is more important the closer you get... Hugo Boss. Get Closer. We took the consumer on a sensory journey up, close and personal, celebrating the physiological impact the power of the scent has on the body. This was a traditional print and TV campaign with digital and social amplification. The Credits CD x Cathy Hutton. Campaign Photography x Inez Van Lamsweerde & Vinoodh Matadin. Director x Darren Aronofsky. Additional Photography x Guy Aroch. Creative Direction x Jason Wu. Pulse points film by Spring Studios. My role x Creative team with Cathy Hutton Key skills x Campaign Concept / Strategy / Art Direction / Design / Creative
- Hugo by Hugo BossThe Brief Get 20-30 year old men and women who currently wear fragrance occasionally to Make fragrances a more regular part of their morning routine by showing them how HUGO can give them a fresh boost of confidence every day. Insight You put a fragrance on when you want something to go well. It’s a moment that sets the tone for the day ahead and an action that signifies you’re ready to go forth into the world. Which is exactly how our audience find themselves. They are living in a time of
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Creative/ Art DirectorJimmy Choo
- London, United KingdomFull Time
My team and I achieved rejuvenation of the brand image. We focused on digital and social media campaigns to amplify the impact of the brand and raise awareness among the younger audience. We've revisited the history and created beautiful product storytelling through Savoire Fair films. Also, we created global campaigns with Kaia Gerber and one of the best image-makers in the industry. Body of work: Conceptualize, develop and execute marketing and digital campaigns with innovative POV and flawless creative execution, overseeing retouching process, video editing, motion graphics, and music supervision
Head of Creative/ GlobalCharles and Keith
- SingaporeFull Time
My role as a Creative Lead of Global Media Communication at Charles and Keith was a key senior creative role. My responsibility within ChK's was to establish a Creative department count of 20 creatives (Producers, Social Media Marketing, Graphic designers, and Art Directors). Working alongside the PR, Digital Department, and Product Designers, I was responsible for creative content across all channels, both commercially and editorially, with an emphasis on developing and leading global aspirational brand image. We presented the brand to wide Europe audience during London Fashion Week and placed twice in the top ten fashion campaigns of the year, according to Elle and Harper's Bazaar.
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- Strategic Thinking
- Fashion Advertising
- Beauty Editorial
- Ideas Development
- Team Management
- Social Media Advertising
- Digital Advertisement
- Editorial Campaigns
Master of ArtsAcademy of Fine Arts in Prague
- Prague, Czechia
I've studied Painting, Graphic Design, Digital Communication and New Media/Multimedia. I've been developing projects based on interactivity and interconnection between art disciplines, focusing on motion picture and art direction. During the studies, I won a residency at RCA - London, Bellas Artes in Madrid and University at Helsinky.