I was a creator before we called it that. Blogs and side projects on the early internet. That's where I learned to chase what's interesting in culture.

Then a career across creative agencies and brand-side taught me how to do that commercially, without losing the interesting bit.

Then four years at TikTok. First as a creative strategist, then leading the Creative Lab innovation team, helping brands make social-first video that actually worked.

So my ideas aren't just chasing attention or a trend. They come from somewhere, and they're built to sell something.

Now I bring it to brands directly, through creative and brand strategy consulting.

Send me a message if you'd like to chat.