I’m currently Head of Creative at Sneak, where I help lead the creative vision of the brand across strategy, campaigns, content, partnerships and paid.

I started my career in content creation and publishing, learning pretty quickly that attention has to be earned. What makes someone stop, watch, share, come back, and what makes them scroll straight past. As I moved into branded work, I took that thinking with me. The format might be different, but the principle is the same: understand what people actually care about, then give them something worth their time.

I’ve always been drawn to the spaces where brands and culture overlap. Fandoms, subcultures, communities, entertainment and the strange corners of the internet where people are genuinely passionate about things. I think brands are at their best when they understand those worlds and contribute something to them, rather than simply turning up.

I like ideas with personality. Ideas people can play with, talk about, share, discover or feel something from.

Mostly, I believe in the power of story, taking silly ideas seriously, placing meaningful ideas somewhere unexpected, and never making something boring just because it’s branded.