For the past five years, I’ve helped shape the identity of some of the world’s most respected luxury spirit brands, including The Macallan, Highland Park, The Glenrothes and Maison de l’Asie. From naming and packaging to campaigns and retail, I’ve worked closely with distillers, designers, and brand teams to craft stories that look for beauty through meaning.
Before that, I worked in the world of jazz. It was a time of change, as the industry moved beyond physical formats and reconnected musicians with their audiences in new ways. I led the digital transformation of an industry based on physical media and brought it to the world of Spotify, YouTube and TikTok videos.
That's how I like to work: going deep into a subject until it feels like it’s part of me.
_WHAT I BRING TO THE TABLE
Creative leadership across storytelling, art and production
I lead and support technical and non-technical teams across concept, content, design, and production. I help turn strategy into creative work, and creative work into reality.
End-to-end thinking
From early ideas to final art, from storytelling to print finishes, I thrive in the details and the process. I’ve worked on everything from immersive scripts to 360 campaigns, packaging concepts and print-ready artwork.
The AI in the room
I started learning to use tools like Stable Diffusion, ControlNet, LoRA models and everything under the sun to solve problems like upscaling an image to print on a billboard, or a 1080p video to 4k, and I realised I could also use these tools to prototype quickly, explore and present ideas or for video.
I'm incredibly lucky to have worked alongside some of the most inspiring creatives, amazing professionals, iconic brands, and exceptional artists.
The Macallan TIME:SPACE
Juvé & Camps
The Macallan 200th Anniversary
Tales of The Macallan Vol I
Fresh Sound Records
Projecte BiSC
Zonzo · Mr. Cuculain
Fresh Sound Records
The Heart of The Spirit
The Glenrothes 40
A Night On Earth The Journey
