Creative director making thoughtful, high-craft work that resonates globally — grounded in storytelling, led by strategy, and never short on jollyness (or mischief)
Financial Times Studio
2023 - Current
Commercial
Creative Director
Luxury and Weekend Advertising
Financial Times
I lead the global creative direction of FT Studio, working across luxury, tech and business storytelling with partners like Google, Mailchimp, LVMH and Martell. Our studio combines journalistic rigour with high-craft commercial thinking—shaping campaigns that feel intelligent, editorial, and utterly FT. From luxury digital to animations to speculative digital formats, I drive the creative culture, pitch leadership and team growth across our hybrid team.
Luxury and Weekend Advertising
Financial Times
I lead the global creative direction of FT Studio, working across luxury, tech and business storytelling with partners like Google, Mailchimp, LVMH and Martell. Our studio combines journalistic rigour with high-craft commercial thinking—shaping campaigns that feel intelligent, editorial, and utterly FT. From luxury digital to animations to speculative digital formats, I drive the creative culture, pitch leadership and team growth across our hybrid team.
Pasture Studio
2018 - Current
Life and Arts
Founder and creative director
Out of curiosity for food and stories I launched Pasture, a luxury food studio that invites you behind the plate of food. We use slow food journalism to delve into the environment, product and people behind it. It has sold globally from Tokyo to Germany, across the USA and back to the UK before turning digital.
I lead a global contributing list of creative talent.
Out of curiosity for food and stories I launched Pasture, a luxury food studio that invites you behind the plate of food. We use slow food journalism to delve into the environment, product and people behind it. It has sold globally from Tokyo to Germany, across the USA and back to the UK before turning digital.
I lead a global contributing list of creative talent.
Alpine Run Project
2023 - Current
Content and Event activation
A youth-rooted creative collective working with Nike, JD Sports and grassroots changemakers. I served as contributing creative across editorial, social and event content—developing campaign ideas, designing visuals and championing the visual voice of a generation. Projects included the Alpine Running Project
VGC
2023 - 2025
Brand
Brought in to evolve the VGC brand and its portfolio of consumer-facing investments across luxury, wellness and lifestyle (e.g. Novel , WIT Fitness). I helped reposition the brand visually, leading design direction across decks, campaigns and visual identity, while also advising on brand tone and storytelling. The work spanned from high-level branding to special campaign drops like WIT x Smiley
Youth Beyond Borders
2023 - Current
Campaign and content
A youth-rooted creative collective working with Nike, JD Sports and grassroots changemakers. I served as contributing creative across editorial, social and event content—developing campaign ideas, designing visuals and championing the visual voice of a generation. Projects included school programmes, and cultural activations around Women’s World Cup, mental health and community storytelling