About Me
I’m a creative director, strategist, consultant and filmmaker with over 25 years’ experience helping brands shape stories, build audiences and navigate change.
I’m a creative problem solver with a strategic outlook. Throughout my career, I’ve worked across brand strategy, content development, storytelling, innovation and production, blending creative leadership with hands-on execution.
My work spans global campaigns and emerging technologies. I’ve led integrated campaigns across film, content, digital, social, experiential and media partnerships for organisations across all industry sectors and more than 25 markets.
As Global Creative Director for Air New Zealand, I helped lead some of the airline’s most iconic campaigns, including its globally recognised safety videos. My projects have delivered large-scale earned media, record returns and industry recognition at Cannes Lions, D&AD, Clio, One Show, YouTube Works, Effies and international film festivals.
Alongside my brand and campaign work, I direct commercials, short films, music videos and original narrative work. Including Aotearoa’s first short film produced using volumetric virtual production and the AI short film Solace, which has screened at international festivals and won multiple awards.
I collaborate with design studios such as ThoughtFull to bring creativity, innovation, storytelling and design together to create transformative customer experiences.
What I do...
Advertising
I help brands turn ideas into powerful campaigns, stories and experiences that connect with audiences. I work directly with client-side teams, creative agencies and production companies, leading projects from initial idea through to full execution. My approach balances strong conceptual development with hands-on production leadership, crafting work that’s creatively ambitious, strategically sound and beautifully executed. As Global Creative Director for Air New Zealand, I led multi-award-winning campaigns seen around the world, including the airline’s internationally acclaimed safety videos.
Branding and Brand Consultancy
I help brands find their voice and tell their story. That work covers everything from brand voice development, content strategy and narrative architecture to high-level creative direction and customer experience design. I work with organisations looking to launch, reposition or refine their messaging, guiding them through tone of voice creation, messaging platforms, campaign narratives and customer experience strategy. Clients I’ve partnered with include Fonterra, NZ Merino, Air New Zealand, Kiwibank, TAB and others — often through my collaborations with creative studio ThoughtFull.
Innovation & Emerging Tech
I’m constantly exploring how emerging technologies can open up new forms of storytelling and creative expression. My recent work includes Time Tourists, Aotearoa’s first short film made entirely using volumetric virtual production, as well as the AI-driven short film Solace, which has won multiple awards at international film festivals. I’ve also collaborated with Magic Leap and Framestore to create the narrative design for Air New Zealand’s first mixed reality experience. I continue to experiment with how artificial intelligence and emerging technologies can open up entirely new audience experiences.
Directing
Alongside my creative direction and strategy work, I’m an active director across commercials, music videos and narrative films. I’m represented as a director by Fish&Clips Auckland, working with agencies such as TBWA, DDB and TVNZ for brands including Air New Zealand, Noel Leeming, Sky and The Black Ferns. My film work includes multiple award-winning shorts and music videos. Awards include Best Director, Best Screenplay and Best Music Video at Show Me Shorts, Best Music Video at the Aotearoa Music Awards and New York State Film Festival. My shorts have screened worldwide at film festivals and have been distributed globally on streaming platforms such as Rialto and Canal+.
