I have over 14 years of experience working across advertising, branding, and digital, including roles at global agencies such as Ogilvy and FCB. My work spans concept development, campaigns, branding design, content, and social — often sitting somewhere between creative, strategy, and the slightly nerdy question of why this will actually work.

I’ve always been as interested in how ideas land as how they look. What people notice. What they ignore. What resonates. What subtly shapes perception and behaviour. That curiosity is what drew me to advertising in the first place, and later led me to formally study hypnotherapy in 2019 alongside my agency career.

What started as a parallel path became a serious practice. I launched my hypnotherapy work in 2022, and in 2024 stepped away from agency life to grow it full-time. During that time, I built and ran the business end-to-end, shaping the brand, defining the positioning, writing the copy, developing the strategy, running the social presence — while working directly with clients on perception, motivation, identity, and behavioural change.

Far from pulling me away from creativity, this experience strengthened my strategic thinking, refined my creative judgement, and gave me a much clearer understanding of how people actually make decisions in the real world (spoiler: it’s rarely the rational way).

꩜ Curious about what I do as a Hypnotherapist? Check out my work here ꩜

Today, I bring that combined experience into my work as a hybrid creative — working across brand and art direction with a strong behavioural lens. I’m comfortable leading ideas, building brand systems, shaping content ecosystems, advising on positioning and messaging, and collaborating closely with creative teams. Always balancing craft with impact.

I’m open to opportunities across advertising, branding, creative strategy, and consultancy — including roles where creativity and behavioural insight intersect, and where understanding how people really think is considered a competitive advantage.