Role: Creative Director
Me, in a sentence
A lightning bolt of a human…bare with me… Energetic, strategic and precise, but you can expect some big flashes of creative chaos in all the right ways!
Would you say you’ve always been a creative person?
Absolutely. Ever since I can remember, I’ve wanted to make things.
As a child, that looked like cereal box and glitter glue masterpieces at the dining room table. Today, it’s creating experiences for some of the world’s biggest brands. Creativity has always been my happy place.
What I love most is inviting people into those moments – when work becomes something bigger than you imagined and audiences make it their own. There really is no better feeling.
What’s a piece of work you wish you had created?
I’ve always been inspired by the brave – the people willing to break the mould and create something unexpected. Alexander McQueen, Zaha Hadid, Es Devlin and, of course, my lord and saviour, Lady Gaga, all sit firmly on that north star list in the world of art and design.
In the world of brand experiences, Pinterest’s phone-free activation at Coachella stands out. Repositioning Pinterest from helping people plan their festival look to becoming the biggest part of their festival memory? Pure genius.
Pinterest Coachella 2026; All images © Pinterest
A quote or saying you live by?
#WWGD – What Would Gaga Do?…Our job in experience is storytelling. In my view there is no one better. The Mayhem Ball was a work of narrative art!
Secondly, Anthony Burrill’s “Work hard & be nice to people” has stuck with me throughout my career. Great work comes from great relationships and that’s what make this industry so special.
Lady Gaga – Mayhem Ball – All images © Lady Gaga
All images © Anthony Burrill
What do you do when you feel creatively stuck?
I go for a run or get outside. There’s something about moving my body and getting some fresh(ish) city air that helps untangles the web. Secondly, it’s talking and bouncing ideas around with the team, great creative can’t ignite when made in a vacuum.
What’s caught your attention in the creative world recently?
I’m loving the resurgence of craft.
From the hand-drawn identities like Jolene’s, to Schiaparelli’s couture, to Apple TV’s zero SGI brand ident creation – audiences can feel when something has been made with care. In a world that’s becoming increasingly automated, craft feels more valuable than ever.
Apple TV Ident; All images © Apple
Jolene’s Shoreditch corner bakery; All images © Jolene
When you’re not in the office, where are people most likely to find you?
I grew up by the sea, so I’m happiest near water. Most weekends you’ll find me doing a coffee-to-pub stomp somewhere along the Thames or paddleboarding on the coast, it’s where I recharge
Your proudest career moment to date?
There are lots of moments I could choose from, but they all have one thing in common: people.
It’s seeing a client’s face when the lights go on for the first time. Watching someone on your team absolutely smash a project they’ve poured their heart into. Hearing an audience erupt into applause.
My proudest career moments have never been about awards or titles – they’ve been about helping make those moments happen.
What’s next?
In a moment of questionable judgement, I’ve recently signed up for a half marathon, so a lot of my immediate future involves running and wondering why I thought that was a good idea.
Beyond that, I’m incredibly excited for the year ahead at TBA. The energy across the Group is infectious, and I can’t wait to bottle a little of that lightning and bring it to our clients’ briefs.