I'm a Sydney-based Creative/Art Director and multidisciplinary designer with a background across branding, motion, digital, UX/UI and campaign development.
I’m especially interested in how creativity is changing as AI becomes more integrated into everyday life, and why human-centred thinking is becoming more important because of it, not less.
As technology makes content easier to generate, authenticity becomes harder to fake.
That’s the kind of work I care about creating.
I enjoy building ideas that sit between strategy and emotion, work that feels culturally aware, visually strong, but still grounded in real human behaviour.
Over the years I’ve worked across tech, broadcast, education, entertainment and digital products, creating everything from campaign concepts and brand systems to motion graphics, UX/UI and experiential ideas.
I also completed Harvard Kennedy School’s executive program in Generative AI, focusing on the future impact of AI across creativity, communication and business.
Outside of design, I spend an unhealthy amount of time analysing human behaviour, overthinking creative concepts, and exploring how emerging technology can support creativity without replacing the human side of it.