With over 20 years of experience across photography, videography, marketing, creative direction and social strategy, I help founder-led brands uncover the stories that make people care.
So… why does your business exist?
Not the polished answer.
Not the “we’re passionate about delivering innovative solutions” answer.
The real answer.
That’s the story people connect with.
The reason someone starts a business. The moment that changed everything. The problem they couldn’t ignore. The passion that kept them going when nobody was watching. The moments they almost broke, but kept pushing anyway.
Behind every great brand is a human story. And that’s the story people connect with.
From New York fashion studios to founder-led brands
My creative career started behind the scenes in New York, working in fashion photography and retouching, where I spent years learning the craft of creating images that capture attention.
But over time, I realised the most powerful part of any brand wasn’t just the image.
It was the meaning behind it.
After moving into marketing and brand strategy, I found myself drawn less to creating content for the sake of content, and more to uncovering the reason a brand exists and translating that into stories people care about.
Today, I work with founder-led businesses to uncover those stories and turn them into strategic social content that builds trust, connection and community.
What I believe
The best brands aren’t built by shouting louder.
They’re built by creating community.
Your audience doesn’t just want to know what you sell. They want to understand:
Why did you create this?
Who are you trying to help?
What makes you different?
Why should they care?
How they fit into this story!
My role is to help you find those answers and bring them to life.
WHAT IT’S LIKE TO WORK WITH ME
I can tell you what I do - but hearing it from someone I’ve worked with says a lot more. This video from JoshJosh, a musician and one of my favourite collaborators, captures the kind of creative connection I aim for in every project.
Yes, he made it by stealing all my footage… but I don’t even mind, because what he says is so lovely.
Real relationships. Honest storytelling. Work that means something.