13 years across motion and marketing, and the question has stayed the same: what are you making, and who are you making it for?

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Strategy and storytelling start from the same place, knowing who something is for, and why it should matter to them. I learned to take that seriously in animation, where pre-production exists entirely to answer those questions before it even reaches the animation stage . That thinking followed me into agency work: three years as an Art Director leading a team of five across twenty brands in beauty, healthcare, FMCG, and education, across campaign direction and ongoing monthly brand rollouts covering social, content strategy, and digital marketing.

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