About this kid.

I’m an action-oriented maker at heart with a design backbone. A small-town Kiwi and senior creative with global experience in art direction, branding, digital and storytelling. I come from a digital and retail background with a user and consumer-first mindset, always thinking about how people actually experience the things we create. Over the years I’ve crafted campaigns and both digital and physical experiences for global brands and start-ups, chasing ideas that connect with people and solve real problems.

I’m highly conceptual and equally comfortable rolling ideas out across platforms and touchpoints thanks to years of being on the design tools. I make friends with leadership and can get early buy-in thanks to an ability to rapidly visualise, a muscle flexed while working at Google Creative Lab. I care about the details (every brick that contributes to the bigger build - LEGO pun intended) that make something feel clear, intuitive and effortlessly human. I’m big on authenticity, creativity for good, and teamwork that gets you out of bed in the morning.

Creativity was always a part of my life. As a kid, my artistic mum made sure I had the materials and encouragement to make, build and experiment. My father made a lot with his hands, always perfecting his craft and showing how hard work pays off. As I grew older, I became fascinated with Weta Workshop and Peter Jackson’s The Lord of the Rings (I’d also planned to marry Frodo, but that’s a story for another day) and the making of stage performances such as WOW (World of Wearable Art), curious about the craftsmanship, the teams behind it and the mastery involved in bringing big ideas to life.

For me, the real magic is in the messy, elusive creative process. The part where ideas feel half-formed, the desk is covered in scraps, the team is hustling, desktop loaded with tabs and the path forward is anything but clear. That’s where the crazy joy is: chasing an idea together, wrestling with it, and then watching it finally click into place (EUREKA BABY!). It’s chaotic, good stressful, and deeply satisfying.

I’m a bit of a non-traditional ad-world creative. From fashion to tech to play, I’ve worked 360° across industries, and that’s exactly how my mind works too. I’m as excited by the big-picture ideation phase as I am by the execution and roll-out. I get a kick out of pushing limits, crossing disciplines and finding fresh ways in.

Throughout my career I’ve followed instinct over ego, moving towards teams, projects and companies that align with what I value: creativity, teamwork, and diversity (of people and ideas). I love rolling up my sleeves to build things that connect, surprise, or make someone feel something… bonus points if it makes them laugh-snort. But most of all, I believe the best creative work happens when good people come together with a shared purpose and a willingness to create impact.

Thanks for visiting, let’s connect.

  • Kaikoura, New Zealand

  • Certificate IV Entrepreneurship and New Business

    Bachelor of Design (BDES) - Visual Communications

  • NSW, Australia

  • 1. My Stepdad’s horses were in fact featured in the Lord of the Rings Trilogy
    2. I was Head Girl at high school, granted there were only about 13 of us and my Auntie worked as the school receptionist… needless to say, it’s still featuring on my CV
    3. I won the award for ‘FUN’ (one of our values) at our internal LEGO agency EOY awards ceremony… and I handmade the trophy’s too
    4. I got 4th place in a ‘Design a pair of Vans’ shoe competition. That’s 4th in all of New Zealand… and yes the country is half sheep, but still
    5. If you’ve made it this far, we really should chat