For me, it’s about more than just the brief, it’s about giving pop culture a nudge. Over 15 years at places like Waste, BBH and M&C Saatchi, I’ve learned to lead with both heart and data. Whether that’s jetting off for an award-winning Green Game Jam campaign or steering AI-powered production workflows for Google. As a creative leader, I manage a small team and navigate complex feedback. I love the challenge of changing gears and I am just as comfortable crafting an edible cake diorama as I am building a 360 smart home experience. I bridge the gap between creators, celebrities and performance strategy to deliver work that actually sticks. From YouTube to Instagram or TikTok, short-form, reactive and proactive.