People working on a film set in a white, salt flat landscape, with equipment and cameras, under an overcast sky.
Two men posing in front of a green screen; one is wearing a costume resembling a cigarette butt, making a humorous expression.
Man wearing a helmet with a camera and sunglasses inside a car, with another person outside the car.

Creative Strategy/Problem Solving

I am a Creative Strategist who helps organisations navigate a noisy world without losing their human voice. My approach is built on a simple premise: Tools change, but human nature doesn't. Whether it’s a global brand campaign or a government behaviour change initiative, the goal is always the same—to respect the audience's intelligence and drive a measurable result.

Background

I’ve spent over two decades working at the intersection of creativity and strategy. My career hasn't been a straight line; it's been a gathering of diverse tools.

  • Agency Veteran: I cut my teeth in the highly competitive ad market and rose to lead creative teams around the world. I learned how to craft messages that win hundreds of awards, but more importantly, shift public behaviour.

  • Tech Insider: Most recently, I worked directly inside Google as an AI QA Lead. I didn't just use the tools; I helped define the quality frameworks and voice protocols for the models themselves.

  • Strategist: Today, I combine agency craft with tech pragmatism. I use the tools that work to solve the problem in front of me.

Work

I have had the privilege of solving problems for some of the world's biggest brands and most critical government organisations.

Government & Behaviour Change Real-world impact. Changing how people drive, vote, and treat one another.

  • Clients: NZTA (New Zealand Transport Agency), NZDF (Defence Force), Human Rights Commission, Te Puni Kōkiri.

  • Highlight: Creating work for NZTA and NZDF that went beyond "awareness" to save lives and change culture.

Global Brands Scale, consistency, and commercial effectiveness.

  • Clients: Google, Nike, Samsung, Pepsi, VW, BMW, Coca-Cola, Optus, McDonald's, Heineken, Westpac, ANZ.

Mission-Driven Organisations Fighting for a cause without losing the strategy.

  • Clients: UNICEF, Amnesty International, Greenpeace, The Smith Family, Victor Chang Foundation, Four Paws.

Recognition

I believe awards are a byproduct of great work, not the goal. However, they serve as a benchmark for quality in our industry. My work has been recognized with over 100 international awards, including:

  • D&AD: Yellow Pencil

  • Cannes Lions: Gold, Silver & Bronze

  • Effectiveness: NZ Effies Grand Prix

  • Cultural Impact: Work featured in NZ On Screen and Te Ara Encyclopedia of NZ

How I Can Help

I don't sell a specific "service package." I offer senior-level creative strategy to fix what is broken.

  1. Strategic Creative Direction: Guiding campaigns that need to land with precision.

  2. Voice & Tone Definition: Ensuring your brand sounds like a human, even at scale.

  3. Advanced Tool Integration: Helping you use AI and technology to amplify your team's creativity, not replace it.