About Me

With over 18 years’ experience across news, film, television, digital, marketing and advertising, I have originated and delivered projects for platforms & broadcasters including Channel 4, BBC, Sky, LADbible, YouTube and MTV. I’ve also led multi-format creative content & editorial campaigns for global brands, NGO’s, institutions and businesses such as Nike, IKEA, DFID, Spotify, Smirnoff, Tesco & Meta, working both in-house and in collaboration with award-winning agencies and world-class production companies.

I’ve built and led international creative teams, secured funding and new business, and overseen large-scale productions, bringing a consistent level of craft, clarity and care across both integrated campaigns and intimate documentary work. I am also an accomplished doc director in my own right.

I’m drawn to social impact and narratives that sit at the intersection of culture, philosophy, science, spirituality, business and new media, and to integrating real people, platforms and brand partners in ways that feel authentic, considered and culturally relevant.

Increasingly, my practice has evolved into building narrative ecosystems that turn passive audiences into engaged communities, and visibility into long-term impact. Alongside this, I contribute to the wider industry through advocacy for more inclusive, ethically intelligent and human-centred storytelling in an evolving AI-driven landscape.

Creative Leadership

Shaping ideas, teams and creative direction

  • Define editorial vision across campaigns, documentaries and branded content

  • Translate strategy into clear, compelling creative direction

  • Lead cross-functional teams across agencies, brands and production

  • Develop concepts that connect cultural insight with audience engagement

  • Guide projects from early ideation through to delivery

WHAT I DO & HOW I HELP YOU

Production & Direction

Making work that resonates at scale

  • Produce and direct documentary, factual and social-first content

  • Work with contributors to capture authentic, emotionally grounded stories

  • Balance creative ambition with delivery across budgets, timelines and platforms

  • Oversee the full production lifecycle from concept through to post

  • Create work that moves fluidly between broadcast, digital and social

Narrative & Systems Exec

Bridging storytelling, strategy and emerging media

  • Develop narrative frameworks that bring clarity and alignment to ideas

  • Support organisations in translating strategy into story

  • Build content systems and editorial workflows for modern platforms

  • Bridge traditional production with creator-led and digital ecosystems

  • Integrate brand partners into storytelling in ways that feel authentic and culturally relevant

My Approach

I see storytelling as more than a creative output. It is a tool for shaping culture, building trust and creating lasting connection. In a landscape saturated with content, what cuts through is not volume, but meaning. Not performance, but universal truth. My work is grounded in the belief that how stories are made matters as much as the stories themselves.

Narrative, Not Content

I build narrative ecosystems rather than isolated pieces of content. This means thinking beyond a single film or campaign and considering how a story lives across platforms, audiences and time. From broadcast to social, from conversation to community, the work is designed to resonate, expand and endure.

Cultural Intelligence

My work is informed by a deep knowledge of cultural trends, audience behaviour, platform agnostics and sensitivity to context. I approach storytelling with care and precision, particularly when working with diverse voices or sensitive subject matter, ensuring stories are held with integrity rather than simplified for consumption.

Trauma-Informed Practice

Across both documentary and commercial work, I integrate trauma-informed methodologies into the production process. This means creating environments of safety, consent and trust, where contributors are not just subjects, but participants with agency. It also shapes how stories are edited, framed and shared with the world.

Authorship & Human Truths

Whether working with brands, broadcasters or individuals, I centre authored storytelling. I’m interested in the tension between the personal and the universal, and in creating space for stories that feel honest, nuanced and grounded. This is where connection happens, and where audiences shift from passive viewers to active participants.