I think I’ve always been a creative, ever since I was young always wanting to draw and paint. My curiosity and love for design started in architecture when in high school where I did work experience in architecture and drafting firms in my hometown. Learning about not just design, but also the how it all comes together for the bigger picture. In my last few high school years after finding graphic design, it became a toss-up between it and architecture… graphic design won. After 3 years of study in graphic design, I finally got my foot in the door helping out at a local design studio a few days a week,

The big break came later in 2004 with my first role at Mars designing packaging and POS. It was one huge learning curve coming out of design school, but knew I could only go up from there.

Through the course career I’ve gained experience across a mix of advertising, FMCG packaging, POS/Retail, corporate/identity branding, digital, social media and experiential. My time at DDB Sydney had a profound effect on my beliefs about design, that it’s not just about ‘making things look nice’ but there’s a deeper connection to be had. The belief that the power of creative ideas (sometimes irrational ones) can connect with an audience far more than just a run-of-the-mill approach. So I like challenging the status-quo of what can be done.

The past few years I’ve had my feet in both an Art Director and designer camps, and I’d say I’m more into the direction of the visuals and the storytelling than ever before. The thing I enjoy most is to try and tell a story in the work, not only to connect with clients but go far beyond that to the audience.

On the side, I’m a bit of a keen film photographer, art exhibit lover and avid reader any ad/creative books.