Vision. Craft. Consistency.
Creative direction is leadership through clarity.
It’s not about style - it’s about sense.
About seeing the full picture before it exists, guiding the story, the team, and the brand to one coherent truth.
Over two decades, I’ve led ideas from brief to broadcast - defining tone, emotion, and aesthetic systems that shape how people see and feel brands.
From global launches to internal transformations, the goal has always been the same:
Make the complex feel inevitable.
Unsmoke - Leading a Global Movement
Turning a corporate mission into a global movement.
Challenge
Create a global movement that inspires smokers to unsmoke - to quit or switch to better alternatives, while navigating complex market regulations and public skepticism.
Insight
People don’t want to be preached at. They respond to authenticity, real stories from those who’ve already changed. Empowering them to share that truth creates cultural momentum, not just marketing noise.
Solution
Built #UnsmokeYourWorld as an adaptable global platform, part education, part activation, part social proof. By combining testimonial storytelling, data-driven education, and open advocacy, the campaign united local markets under a single call to action: If you don’t smoke, don’t start. If you do, quit. If you don’t quit, change.
Audi e-tron - Innovation Made Tangible
Bringing electric performance to life in the real world.
Challenge:
Introduce Audi’s first plug-in hybrid, the A3 e-tron, through a live experience that could turn abstract technology into emotional connection.
Insight:
People don’t fall in love with engineering specs. They fall in love with what innovation allows them to feel control, progress, and belonging to the future.
Solution:
Directed the creative experience for the Audi e-tron Experience Centre at Westfield Stratford, designing an environment where visitors could explore Audi’s electric innovation across interactive zones. The space transformed sustainability into a sensory encounter; precision, intelligence, and emotion, all under one roof.
New Balance - Beat Predictability
Defining a global proposition for a restless brand.
Challenge: “Always in Beta” was a smart line that no one understood.
Insight: Athletes don’t talk about iteration; they talk about challenge.
Solution: Created the brand platform Beat Predictability, repositioning New Balance around emotional truth and fearlessness. A global creative and messaging system that united performance and culture under one philosophy.
Somo Spark - Designing Identity Around Momentum
A brand in constant motion.
Challenge:
Rebrand Somo - a fast-growing digital product agency, to reflect its evolution from mobile specialist to innovation leader. The old logo had lost its relevance in a world moving faster than its design.
Insight:
Innovation doesn’t stand still. Somo needed an identity that captured perpetual motion, something that moved like their thinking.
Solution:
Created The Somo Spark, a logo and design system built on movement, energy, and precision. Two smartphones, rotated 45°, formed an abstract “S”, symbolising duality, connection, and flow. The result was a living identity that looked as dynamic as the work behind it, applied seamlessly from broadcast to social, installations to games. A decade on, the mark still defines Somo’s spirit: always in motion, always original.
Shell A–Z of Innovation - Turning Engineers into Storytellers
An interactive alphabet of progress.
Challenge:
Attract the next generation of talent by transforming Shell’s innovations into something human, relatable, and emotionally resonant.
Insight:
Engineers are inspired not just by what technology does, but why it matters. By showing how Shell’s innovations make a real-world impact - from protecting marine life to reducing emissions - we could reframe engineering as a creative, world-changing pursuit.
Solution:
Directed the creative concept and experience design for the A–Z of Innovation - a digital platform that turned 26 technical breakthroughs into bite-sized stories of ingenuity. Each letter opened an interactive world that connected purpose with possibility, redefining Shell’s employer brand and bringing its people’s imagination to the surface.
Orange Wishes - Turning Greetings into a Global Gesture
A phygital experience powered by emotion and data.
Challenge:
Orange needed more than a New Year card. The task was to transform a corporate tradition into a living expression of their new Essentials 2020 ethos: “Listening and Responding.”
Insight:
The most powerful innovations connect technology to feeling. By merging physical touchpoints with digital amplification, Orange could turn a seasonal greeting into proof of its renewed purpose: showing what matters to people.
Solution:
Directed the concept and design for Orange Wishes, a phygital experience inspired by Taiwanese sky lanterns. Each printed card became a QR-enabled lantern that could be launched digitally into a real-time, data-driven sky, its journey shaped by global weather patterns and social engagement.
The more love a lantern received, the further it flew, symbolising how shared emotion powers connection.
Creative direction is clarity under pressure.
It’s where vision meets execution and where people, process, and purpose align to make the work sing.