I love problems. Regardless of the format.

I've created everything from the world's most viewed TikTok campaign to heartfelt long-form films about people who used YouTube to learn life-changing skills. I've led Nike Running's global Olympic creative, McDonald's social and creative for Australia's #1 digital agency.

More recently I've gone deep into crypto and tech as VP of Storytelling at Hy.pe, the world's leading tech and crypto agency. Here I do everything from campaigns to branding and product to web design. I've recently launched Craitve, a creative-first AI agency.

I've had a career that's spanned all corners of execution, from big retail TV ads to global social, OOH and digital campaigns — it's always been about what's the best solution and how to tell it in the most engaging way, regardless of the format.

I've won a bunch of awards, but I can still hear Ted Horton on my shoulder telling me: "Awards mean f*ck all, get on with the work."

I love helping other creatives grow, and have been lucky enough to do it at the world's leading agencies.