Why do some ideas move people while others disappear?
That's the question that sits at the heart of everything I do.
I'm a Creative Director, writer and speaker with experience spanning global sports brands, corporate communications, infrastructure, utilities, technology and public services. Over the last 15+ years I've worked across brand strategy, creative campaigns, stakeholder engagement and organisational transformation, helping organisations tackle complex challenges through creativity, storytelling and strategic communications.
My route into creative leadership hasn't been conventional. From combat sports to corporate affairs, agency life to boardroom conversations, I've been fortunate enough to work across sectors, disciplines and audiences. What I've learnt is that while industries differ, people don't. Whether you're asking someone to buy, believe, trust, change or act, the challenge remains remarkably consistent.
People rarely connect with information alone.
They connect with stories.
They connect with purpose.
They connect with ideas that help them feel something.
That's why I've always been less interested in communication as a distribution exercise and more interested in communication as a connection exercise.
Throughout my career, I've helped organisations define what they stand for, navigate change, strengthen reputation, engage employees, develop thought leadership and communicate complex issues more effectively. From national infrastructure programmes and utility providers to global sporting organisations, the common thread has been helping people make sense of complexity and creating work that resonates long after the first interaction.
The themes that shape my work
Throughout my career, I've found myself returning to the same questions.
How do leaders create environments where creativity can thrive?
Why do some stories move people while others disappear?
What role does creative friction play in producing better ideas?
How do brands remain authentic in a world where content is increasingly generated by AI?
And what does effective communication look like when attention has become the scarcest resource?
These questions sit at the heart of my work as a Creative Director, writer and speaker, and continue to shape the projects, teams and ideas I'm drawn to.
Creative Leadership
How leaders build the conditions for creativity to thrive.
Storytelling
Why emotion remains the most powerful force in communication.
Creative Friction
The belief that better ideas emerge through challenge, debate and curiosity, not consensus.
Brand Strategy
Helping organisations find a distinctive position and a compelling narrative.
Authenticity in an AI-obsessed world
The easier content becomes to generate, the more valuable authenticity becomes. I explore the tension between technology and humanity, and what it takes to create work that feels real in an increasingly artificial world.
This last option feels the most "Fast & Curious". It has a clear point of view, reinforces your AI/creativity positioning, and naturally includes keywords like authenticity, technology, humanity, content, AI and creativity.