I'm an award-winning creative, director & copywriter based in the UK. I wear a lot of hats, but my specialty is culturally intelligent campaigns that people actually want to share.

What sets me apart? I'm obsessed with deconstructing trends before they peak. As a former YouTube vlogger and host of "Trend Lightly" podcast, I've spent years tracking internet culture from the inside out—understanding not just what's trending, but why it spreads and how to harness those cultural currents.

I work all the way through from initial creative stages: cultural analysis, creative strategy, scriptwriting and conception, right down to production and distribution strategy. Square, vertical, or classic 16:9—I can make wonderful things happen on all screen sizes, but more importantly, I can make them feel culturally inevitable.

I've been doing this for over 10 years, honing my intuition by obsessing over details, pouring over cultural insights, getting deep with social platforms, and always remembering that creating for the audience (not the boardroom) is key. From high-performing branded content to online documentaries, as long as I'm making good Internet happen, I'm happy.

I've worked with giants like eBay, Disney, Sky TV, Confused.com, Yorkshire Tea, Kraft Heinz, Fiat, Bodyform, Cancer Research UK, Chicago Town, UKTV & more.

I love sunglasses, pop culture, dogs with jobs, aggressively recommending podcasts, grabbing the aux cord so I can 'DJ' on long car journeys, curating next-level playlists, making deadly margaritas, dressing in all black like a mediocre Disney villain, and dreaming of quesadillas.

🍳 I don't like fried eggs. (Sorry to any fried eggs who may be reading this.)