I’m a creative director, writer, editor, brand voice consultant and rare book dealer. I love words. They shape our world. Here are some of mine.
For Apple, I was a lead writer on Big Man, the Shot on iPhone campaign starring Stormzy. Shot on iPhone 16 Pro and directed by award-winning director Aneil Karia, the short film clocked over 18 million views on YouTube. I developed campaign headlines and core messaging for an Apple.com homepage takeover, Apple Store displays and direct mail – helping to bring the story to millions of Apple customers worldwide.
View Big Man→
For superyacht industry leader Y.CO and Pixie Agency, I was lead writer on the Amazing Awaits campaign — coining the strapline, scripting the hero film, and shaping key messaging for the Y.CO website and new brand book. From big idea to finer detail, I helped to deliver a campaign with imagination, scale and impact.
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Colourful Fable isn’t just an online shop. It’s a cabinet of curiosities for the culturally curious. As founder and creative director, I channel my obsession with rare and first-edition books, collectible toys, posters, magazines and other oddities into sourcing pieces with story power. From classic children’s first editions to Soviet friction cars, vintage Japanese Menko cards or special-edition Andy Warhol Campbell’s Soup cans, we curate objects with past lives and place them in grateful new hands.
View Instagram →
View Store →
For Apple, I was lead writer on the Your Tree on Battersea Christmas campaign — the first initiative inviting the British public to design a Christmas tree on iPad for the opportunity to have it projected onto Battersea Power Station. Winners were showcased alongside designs by national treasures including Sir Stephen Fry and David Shrigley OBE. I I developed the core campaign messaging across Apple.com, Apple Store displays and direct mail — delivering a cohesive, high-impact narrative that drove nationwide engagement over the festive season.
For MINI/BMW and Winkreative, I edited The MINI International, the global brand magazine, for three years — a gloriously irreverent lap of the planet in a MINI Cooper. As editor, I led editorial planning, commissioned and interviewed talent, wrote features and film treatments, and travelled worldwide to accompany the team on shoots. From LA to Berlin to Casablanca, it was a wild ride from ignition to deadline. Tight turnarounds. Small car. Monumental personality.
For Loewe, I was contracted as a senior copywriter for six months to help communicate the Paula’s Ibiza 2020 campaign, shot by photographer Gray Sorrenti. I wrote everything from press releases and homepage copy to social posts and product descriptions, helping translate the campaign’s neon-splashed, sun-soaked spirit into words. Until it was curtailed abruptly by Covid, at which point my attentions were turned more to writing crisis comms for the brand. Still, a good example of the need for creative agility in unpredictable times.
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As a senior copywriter for Winkreative, I led the naming and brand positioning for several major luxury developments in Asia. These included The Kita, a residential project in Tokyo designed by Kengo Kuma; The Pavilia Hill in Hong Kong’s Tin Hau district; and Airside, a landmark retail destination in Kowloon on the site of Hong Kong’s former airport. Each project went through multiple rounds of client review before landing on the final name. A reminder that the right name doesn’t just label a place — it sets the tone, shapes the brand direction and lays the foundation for everything that follows.
View The Kita Website →
View The Pavilia Hill Website →
View Airside Website →
For Ultima Collection, the Swiss-based ultra-private residence and hotel group, and Pixie Agency, I was the writer of an award-winning book celebrating one of the most exclusive new properties in the Swiss Alps. Working closely with the design team, I developed the narrative voice and editorial copy for Ultima Gstaad, a beautifully printed and bound volume designed to capture the atmosphere and experience of the property. Refined, tactile and unapologetically luxurious.
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For Porter Airlines and Winkreative, I edited re:porter for three years, the in-flight magazine for the Canada-based airline. Helping build affection for the brand while showcasing the breadth of Porter’s destinations — from Newfoundland to Boston — the magazine was a sky-high caper across cities, mountains and coastlines. As editor, I led editorial planning, commissioned talent, wrote features and oversaw shoots, shaping the voice and vision of the publication from cover to cover.
I’ve worked as a copywriter for art editions house Fluorescent Smogg for some years, contributing press releases, press materials and book content for a diverse roster of artists. Projects have included work for the legendary psychedelic artist Rick Griffin, street art pioneers Sickboy and Ben Eine, and the self-taught portrait painter Eric Haacht. Working on exhibition texts and printed, collectible materials, I help translate an artist’s visual language, or the wider cultural context of a new show, into words.
For Prada and DJA Agency, I was copywriter for the social media rollout of Neon Dreams, the brand’s F/W18 campaign. Working closely with the creative team, I helped translate the striking, ethereal visuals into concise, scroll-stopping storytelling — ensuring each post carried the same sense of intrigue, attitude and atmosphere as the campaign itself.
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For Winch Design, and in collaboration with Forth Studio and Pixie Agency, I was the writer of a series of four brochures – introducing the exceptional work of this elite yacht and aviation design studio. Covering yacht design, private aviation, architecture and interiors, each publication highlighted the craft, precision and creativity behind the studio’s projects — while reinforcing the reputation of one of the industry’s most respected design houses.
For Rockland Distilleries and Winkreative, I was writer of this book: The Ceylon Arrack Guide to Punch. Telling the story of Sri Lankan arrack and how it’s made, as well as demonstrating the best ways to enjoy it, this book showcased the myriad ways to savour the spirit — from classic cocktails and contemporary mixes to simple, traditional serves — while celebrating its rich history and cultural significance.
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