Over the past 6+ years, I’ve worked as a creative leader across strategy, creative direction and production.

My practice sits across strategy, creative direction and production. I develop ideas, shape the worlds around them and build the structures and teams required to bring them into reality. I’ve co-founded cultural platforms, led multidisciplinary creative teams, developed programmes from the ground up, produced live experiences and built partnerships across artists, institutions, brands and communities. My work has moved between underground nightlife, independent ventures, international artists and established cultural organisations. My background in psychology, behavioural science, brand strategy and visual communication shapes how I approach the work. I’m interested in how people experience things: what draws them in, what creates meaning, how communities form and how ideas gain cultural relevance. That perspective carries through whether I’m developing a strategy, programming artists, directing a creative team or leading a production. I’m comfortable moving between concept and delivery - from defining a direction and assembling the right people to budgets, resourcing, timelines, stakeholder relationships and production. I’m particularly drawn to projects that sit between disciplines and formats, where there is room to build something with its own point of view. I care about good ideas, strong judgement and making work that earns its place in culture.