I like ideas that already feel like something before they’re even made.

The kind where you can already sense the pacing.
The music.
The awkward silence before the punchline.
The one unnecessarily beautiful close-up nobody can explain but everyone suddenly loves.

I work across concepts, campaigns, copy and visual storytelling for brands and agencies — mostly somewhere between “big campaign thought” and “this would actually make a great film”.

My background is in commercial directing, which means I naturally think very visually. Probably annoyingly visually. I care a lot about rhythm, dialogue, transitions, casting, timing and whether something still feels good once it leaves the presentation deck and becomes a real thing with lighting, humans and a production schedule.

Which is surprisingly useful in creative development.

I create concepts for TVCs, social campaigns, branded content and all the strange little formats living in between. Sometimes that means building a campaign from scratch. Sometimes it’s finding the one line or visual idea that suddenly makes everything click into place.

Somewhere between concept, copywriting and film is usually where I’m happiest.

I love smart ideas, beautiful visuals and scripts that sound like things people would actually say in real life.

And yes, I will absolutely have opinions about timing.
Some people have strong feelings about astrology.
I have them about edit lengths.