A few words about what I do
From cutting my teeth in 90's London advertising and design agencies, to navigating the digital boom of the noughties and running my own business, I’ve always stayed adaptable. My constant? Delivering high-quality work that turns vision into value — not just words and pictures, but results.
In 2016, I refocused on my core strengths: creating the 'big idea', conceptualising and crafting campaigns that spark an audience into action, whilst empowering and leading teams.
For the last 8 years, I've worked mainly on the UK and global accounts for Shell within a high-paced, agency environment, being the creative lead for Shell V-Power, Shell GO+ Rewards and Shell Recharge. I've successfully executed campaigns across forecourt, in-store and digital – as well as breaking new ground by spearheading the creative for Shell's 'Drive Carbon Neutral' campaign launch.
Thoughts on the AI-elephant in the room
Today, I see AI as the latest essential tool in the kit. Rather than warily looking over my shoulder, I’ve embraced it; I understand its quirks and have already realised its potential. I’d much rather be its master than its servant and I'm continually looking and learning at ways it can blend into the creative mix.
Core skills
Creative direction and brand strategy
Translating briefs into high-impact concepts.
Translating briefs into high-impact concepts.
Commercial leadership
Aligning creative output with financial objectives and seeking opportunity to add value to projects.
Aligning creative output with financial objectives and seeking opportunity to add value to projects.
Project management
Managing multi-channel delivery of projects.
Managing multi-channel delivery of projects.
Leadership and mentoring
Fostering creative excellence within diverse teams.
Fostering creative excellence within diverse teams.
Performance analysis
Review campaigns to ensure continuous improvement and success.
Review campaigns to ensure continuous improvement and success.
Technical capabilities
Practical
– Conceptual thinking, brainstorming and ideation
– Scamping and hand-drawn visualisation
– Copywriting and over-arching theme creation
– Campaign key-visual design and roll-out
– Overseeing creative and production teams
– Client liaison and collaboration.
– Conceptual thinking, brainstorming and ideation
– Scamping and hand-drawn visualisation
– Copywriting and over-arching theme creation
– Campaign key-visual design and roll-out
– Overseeing creative and production teams
– Client liaison and collaboration.
GenAI
Expert in GenAI for content creation, image and copy content, as well as deep research across Midjourney, Google Gemini, ChatGPT and Adobe Firefly.
Expert in GenAI for content creation, image and copy content, as well as deep research across Midjourney, Google Gemini, ChatGPT and Adobe Firefly.
Software and apps
Advanced Adobe Creative Cloud (Ps, Ai, Id, Acrobat), plus basic usage of After Effects, UI/UX principles, and print production processes. Strong working knowledge of HTML/CSS and MS Office applications.
Advanced Adobe Creative Cloud (Ps, Ai, Id, Acrobat), plus basic usage of After Effects, UI/UX principles, and print production processes. Strong working knowledge of HTML/CSS and MS Office applications.