About me

I was Afterpay’s first in-house creative. Meaning: if it existed, I touched it. If it didn’t exist, I probably had to invent it. Over five years, I’ve worked across everything from brand guidelines to global campaigns - and all the foundational pieces that make the big moments possible.

I’ve led teams of multidisciplinary creatives, worked with world-class agencies, crafted global campaigns, shaped product storytelling, defined how the brand looks, obsessed over shades of mint, and argued about the size of the logo with marketing. I’ve helped a brand grow up in real time - and had the privilege of deciding what it would wear to the world.

Along the way, I’ve ticked off most of the bucket list: a Times Square takeover, global OOH campaigns, a film shoot in Bulgaria. (Still waiting on a blimp. And the Anzac Bridge billboard.)

But the real work - the part that keeps me interested - isn’t the spectacle. It’s the shaping. Building a brand over time. Turning the dial with data and instinct. Letting insights change the path without losing the plot. Protecting taste like it’s a competitive advantage - because it is.

AI can move fast. It can generate options. It can remix the obvious. It’s an amazing co-pilot on the creative journey.

But refined taste? Cultural timing? Knowing when to whisper instead of shout? That still needs us.

I like the long game. The subtle shifts. The quiet confidence of a brand that knows exactly who it is - and doesn’t need to scream about it.

And yeah, if you have a blimp budget, call me.