Graham Fink called “jack of all trades, master of none” total nonsense.

I agree.

Designer.
Art director.
Writer.
Thinker.
Maker.

I studied fashion design, fine art and graphic communication. I’ve worked across agencies, brands, industries and mediums.

Not one lane. Not one way of thinking.

That range made me sharper.

I’ve rebranded the Dubai World Cup from dull to wow and seen my work on six-sheet billboards.
Made steaks feel like the most wanted.

Turned fajita making into maths formulas.
Disguised a menu as a puzzle book.
Created theatrical anniversary Pride float watched by millions, and Jubilee content with a lookalike Queen.

After years as a designer and art director, I wanted to push the work further into ideas that felt more truthful, funny, human and unexpected.

That’s what led me to Watford/BBH Barn under Tony Cullingham.

Tony taught me to keep pushing the thinking, keep making, keep having fun and never lose the humour. Nils Leonard once said he promised his employees he wouldn’t waste their time.

Both stayed with me.

Now I don’t want to waste mine.
Or yours.
Or the person walking past, scrolling past, or giving us three seconds of their day.

If brands want attention, the work has to earn it.

So today, I create bold, unexpected ideas with humour, wit and personality. Memorable work that gives people a reason to stop, smile, smirk or care.