Creative Director and Art Director with deep experience building visual systems for real-time and interactive experiences, from AAA game pipelines to global brand campaigns. I specialise in defining visual identity through frameworks that scale: systems, standards, and pipelines that empower teams and, increasingly, players themselves.
My approach to art direction is built around the belief that accessibility and creative empowerment are as important as visual ambition. Working across UGC-oriented and traditional game contexts, I've championed user-first thinking, designing visual languages where reach and playability take precedence over render complexity.
I've led art organisations, built teams from the ground up, managed outsource partners, and worked with major licensed IP and global consumer brands, including Microsoft, Shell, Absolut Vodka, and New Balance. I lead collaboratively, delegate with confidence, and care about building cultures where people do their best work.