FROM STRATEGY TO EXECUTION

I trained as a strategic planner and copywriter. That foundation never left me—it just evolved.

While working on Optus, I pitched a campaign built on 7-second video executions. I immediately realised the traditional agency model was broken for modern comms—you couldn't produce agile video at scale with a 12-person crew and bloated production overhead.

As tech democratised production, tools made high-end video and social execution possible without the agency fat. So I started doing it myself, eventually serving as Creative Director at Red Engine, a hybrid social agency and production house.

WHY IT MATTERS

Most strategists write a deck, hand it over, and hope. I stay in the room.

Because I do the thinking and the making, I know where ideas break down before a single frame is shot. You get senior strategy without the game of telephone.

THE TRACK RECORD

  1. 5 Continents & Global Networks: Saatchi & Saatchi, DDB, TBWA, R/GA.

  2. Clients: Samsung, Apple, Google, BMW, NZTA, Amnesty International, UNICEF.

  3. Recognition: 100+ international awards, Cannes Gold, D&AD Yellow Pencil, NZ Effie Grand Prix, features in Te Ara & NZ On Screen.

Today, I work as an independent partner for brands, government leads, and agencies who want the strategist and the maker in the same room.

Frequently Asked Questions

  • Most people assume Wellington’s film reputation makes commercial video easy, but Miramar’s "Wellywood" ecosystem (Wētā, Park Road Post) is a closed infrastructure built for Hollywood feature films. Meanwhile, network agencies frequently route video production through Auckland crews. That leaves a void in Wellington for fast, high-end commercial and social video without massive studio or fly-in overhead.

  • No. Flying Auckland crews down to Wellington adds travel, accommodation, and agency markup to your budget. As a Wellington-based video director and creative strategist, I deliver agency-grade commercial, government, and social video content locally—saving you logistical overhead without sacrificing production value.

  • Most videos fail because they try to communicate ten things at once, resulting in boring, bloated messaging. My philosophy is Think Before You Shoot. I work with Wellington government agencies, NGOs, and local businesses to isolate the single true narrative, strip away corporate fluff, and shoot punchy, high-impact video that holds attention.

  • Modern social platforms demand authentic, fast-turnaround storytelling—not a 12-person agency film crew blocking off city streets. Operating as an agile director/strategist, I handle strategy, scripting, directing, and post-production efficiently, delivering high-converting social video tailored for TikTok, Instagram Reels, LinkedIn, and YouTube.

  • Most commercial video projects do not need a 10-person agency crew. I handle the pipeline—from initial concept and scriptwriting to directing, shooting, and editing. You get senior agency-level creative direction and fast turnaround without paying for account management layers or bloated crew lists.

  • Yes. While I am based in Wellington, New Zealand, I regularly direct, shoot, and manage campaigns across Auckland, Christchurch, Australia, and internationally. I operate flexibly as a solo producer or lead director alongside local crews.

  • A creative strategist bridges the gap between high-level business goals and audience reaction. Instead of delivering 80-page decks of corporate jargon, my job is to find the single true hook about your offering and cull everything else until only a clear, compelling message remains. I turn complex briefs into sharp brand positioning, social campaigns, and high-converting creative.

  • Social video fails when it tries to say too much or relies on generic corporate gloss. I start by identifying the single true hook that gets an authentic human reaction from your target audience, then format and edit specifically for platform behavior across TikTok, Instagram, LinkedIn, and YouTube.m description

  • Yes. I work natively in Figma and Webflow environments alongside design and product leads. Whether running upstream strategy workshops or writing UX copy and low-fi content blueprints, I integrate cleanly into your existing workflow without adding agency management layers.scription

A Worldwide Network of Talent

Film crew working in a snowy outdoor setting with cameras and equipment.

I've worked across five continents and built relationships with exceptional specialists along the way. When your project needs more than strategic thinking and creative direction, I assemble lean collaborative teams—production specialists, designers, and other experts—to deliver complete campaigns without agency infrastructure or waste.

You work directly with me for strategy and creative leadership, then we bring in the right specialists for execution. It's how I deliver my best work: senior strategic partnership combined with expert execution.