Creative. Designer. Changemaker. Unwavering optimist.

I’m a globally recognised creative leader with over 25 years of experience shaping brands and driving design innovation across Asia, Europe, and the US. My path into the industry has been anything but conventional. After a professional surfing career, I found my way into advertising through AWARD School in Oz. That unexpected pivot launched my journey across some of the world’s most respected agencies and brands.

Over the years, I’ve held senior creative and design leadership roles at Jung von Matt, Jam, Engine Group, AKQA, and Huge. Most recently, I served as Global Principal, Creative and Global Executive Creative Director at branding consultancy Wolff Olins, where I led global design and experience initiatives. In that role, I partnered directly with C-suite leaders to break down silos and reimagine what modern brands and experiences can achieve.

Throughout my career, I’ve delivered transformative work for Google, Nike, Nothing, On Running, Selfridges, Apple, Chanel, LVMH, Uber, Mercedes and the Mercedes F1 team, LG, Lloyds, Rolls Royce, Ubisoft, BBC, and Warner Bros. I have also worked with the Olympics and the United Nations, to name just a few. Beyond DTC, B2B, and B2C brands, I’ve collaborated with cultural institutions and created installations for galleries and museums, including work for BAFTA and the Serpentine. My work blends storytelling, technology, and design to deliver both cultural relevance and commercial impact.

I’ve been recognised by major global award shows, judged and chaired prestigious juries, received numerous individual honours, and led agencies to win multiple industry titles. I’ve had the privilege of collaborating with icons like Virgil Abloh and Milton Glaser, and my work has been featured in leading publications and design museums around the world.

As a passionate advocate for Neurodiversity and emerging creative talent, I regularly contribute to media and publications. I’m also a sought-after speaker at conferences across the globe, where I share insights on creativity, innovation, and the future of design with optimism and energy, and a firm belief in the power of ideas to create change.