Creative philosophy

I shape insight into story, turning complexity into clarity through video-first thinking, story structure, and emotional impact. My work is rooted in understanding people and context, whether in documentary, branded content or campaign work – and then applying cinematic craft.

How I work

I believe good stories start with a human truth and build outwards. From early concept development to final delivery, I guide ideas through every stage of production, even in unpredictable environments.

Experience

Over more than 15 years in the media industry, I’ve worked from broadcast, to commercial and strategic work for global organisations. My background in documentary taught me to make decisions in the moment, and my Masters studies in Advertising Creative & Branded Content have sharpened how I connect insight with idea.

leadership and presence

I lead multidisciplinary teams, shape visual language across platforms, and when a story calls for it, I can also step in front of the camera as a confident presenter, blurring the lines between creator and storyteller.

Craft & tools

I’m fluent across modern production workflows, with experience across major cinema camera ecosystems, post-production tools and emerging AI tools, always in service of the story.