👋 Hey there.
I’m a creative director who builds brands and all the things that make them feel alive—their voice, their visuals and their relatable little quirks. From internet things to TV things to brand-new product invention things, I help brands define what they stand for and how they show up.

I’ve got a background in both copywriting and art, which means I can obsess over words and pixels equally, for better or worse. I started my career sprinting through NYC’s creative gauntlet before marrying an Aussie and moving to Sydney, trading subways and pizza-loving rats for beaches and coffee-snob spiders.

The more I learn, the more I realize how much I don’t know—but I’ve gotten pretty good at pretending to know what I’m doing. When it comes to the work, my process is pretty simple: encourage and support creative teams to build a mountain of terrible ideas—using everything at our disposal, from analog brains to the latest AI—until we find the one. Then we stretch it, twist it, polish it and convince everyone it was brilliant all along.

Here’s a bit of my journey so far…

✉️ Master of Junk Mail: Got a Masters in Communications/Branding from VCU Brandcenter, where I paid the rent by writing fundraising letters for the Michael J. Fox Foundation

👟 UX Personality Implanter: Got embedded as the sole writer on the design/UX team that created the Nike Fuelband (which still lives undercover) and other pioneering Nike apps, where my job was to give a human voice to the 999 bajillion wireframe interactions

😵‍💫 Reality Distorter: Teamed up with directors/producers of Survivor and The Amazing Race to create a hyper-melodramatic mini-reality show about a GE refrigerator that made it to the New York Times

🚀 Launchy McLauncherson: Helped MasterCard launch Apple Pay, helped Miller Lite re-launch their OG/retro packaging and helped startup brands like Ramona craft their identity from the ground up

⚔️ Medieval Mayhem Architect: Created a 500-person/50-horse/1-dragon battle inside a volcanic crater in Croatia with a director from Game of Thrones and Mariah Carey

🪦 Giant Loser: Got recruited to be the creative lead for the social video team of Hillary Clinton’s 2016 presidential campaign, where we made hundreds of videos on a shoestring budget and I got to write for/direct talent like Will Ferrell and Amy Schumer

🎪 Creative Dept Head: Led the creative department of VML Sydney, overseeing both brand storytelling and visual direction for major brands like McDonald’s, Colgate/Palmolive, Vodafone, and Google

⚡️ Electrification Enthusiast: Worked with inventor/genius Dr. Saul Griffith to brand, position, and launch Rewiring Australia—now the leading electrification movement on the continent. Helped shape the narrative and visual identity to make climate action feel less doomsday and more do-it-yourself 

🦄 Dad: Melted my daughter’s mind after working with the guy who voices the dad on Bluey

😎 Shade Thrower: Collaborated with TikTok and the Melanoma Institute to get comedy influencers to roast tanning culture, which led to dangerous sunburn videos/challenges being banned on the platform

🥸 Co-founder: Head creative of the NYC-based startup the LRL, blending branding, design and storytelling – set for a Kickstarter launch mid-2025

Long story short longer, I love being on a team of good people trying to do good things, so if there’s anything you wanna chat about, just say hello 👇