I'm a Creative Director with 15+ years across brand, advertising, digital, customer experience and technology. I start with people. What they need, what they care about, what makes them feel understood. Find that, and an idea can do more than communicate. It can change how people see a brand and give them a reason to act.

My instinct is simple. Make it clear, make it useful, make it beautiful. The right image, the right words, room to breathe.

I spent 11 years at Amazon Ads, working across the UK and Europe with Samsung, P&G, Microsoft, BMW, Pepsi MAX and Volvo. I created new advertising formats, designed customer experiences and turned emerging technology into something people could actually use. The challenge was never showing what the technology could do. It was making people care what it could do for them.