My favourite to words? What if
My love of discovering, bending and shaping what tech can do started at an early age when my dad, a mainframe programmer, brought home pirated games for us. No instructions or internet to tell us what to do… we had to figure it out for ourselves.
My other great love was art so I studied design and started out designing gaming UI. That led me into websites and advertising right as digital was exploding. I was headhunted as an art director in London and thrived creating experiences that connected people with brands in new ways.
I believe that storytelling is powerful, but participation is transformative.
The most successful campaigns don't just tell stories, they invite people into them. When customers become participants rather than observers of communication magic happens. In campaigns, social, immersive and product.
This approach has won me a host of major industry awards, jury and speaking accolades – Cannes, Spikes, OneShow, Art Director’s Club, Clio and Effies among them.
I’m obsessed with travel to understand human experience.
I spent two years in Copenhagen studying interior design, not for career change, but to understand how people interact with physical spaces. I've lived across five cities and three continents, from London's creative energy to Hong Kong and Singapore's innovation labs. It's taught me to meet people where they are, both literally and culturally.
I'm now based back in Sydney with my partner, two kiddos, a misbehaving cavoodle and a minor obsession with cheese.
My work philosophy is simple: put humanity at the centre.
In 2023 I co-founded Gether to tackle family mental load. This tech startup was born from a bigger realisation: whilst everyone's using AI to make art, we're missing the real opportunity. What if we aimed that power at the problems people face every single day? What if we could actually close the gender gap by solving mental load?
My superpower is finding ways to add true value to people's lives
When people get what they need, brands grow and the world gets better. I believe in collaborative, inclusive teams because the most insightful work doesn’t come from heroes, it comes from humans.
