Award-winning, culture-first Creative Director.
Sport and entertainment specialist.

A homegrown Aussie with 15 years’ experience building brands through the power of sport, music, entertainment and esports.
I create world-building ideas and culture-led storytelling that earn attention and shape how brands show up in culture.

Select projects below 👇

Europa League vs. Haters

Working with UEFA, we turned the influencer model on its head to change football fans' view of the tournament. And it worked.

Chase Your Dream, No Matter What

Extraordinary stories of Olympians disrupt a low interest category, increasing brand love by 59%

#MakeYourMove

Kia and Rafael Nadal challenged content creators to unleash their creativity for the Australian Open

Take the Plunge

Could gold medal diver Chris Mears inspire anxiety sufferers to unlock their Olympic mindset?

BurnYard™

A cultural experiment featuring Avicii, Kimi Räikkönen and Rune Glifberg.

Trail Blazers

A snowboard series that isn’t about snowboarding.

NASS Festival

A three-day festival celebrating action sports, music and street culture.