My background spans brand strategy and cultural insight, alongside prop buying and styling across commercials and TV. Moving between thinking, styling and making has shaped how I work: ideas are most impactful when they're grounded in real environments - lived or built - and in real human behaviour.

I'm particularly interested in the home, living and decor as cultural signals - how domestic and commercial spaces reflect identity, desire, aspiration in the psyches of those who inhabit them. The colours, materials, textures, furniture and ephemera people surround themselves with is always loaded, never neutral.

Across strategy and styling, my focus is:

• Translating cultural insight into compelling creative concepts and visual expressions
• Building psychologically attuned, culturally resonant brand worlds and sets
• Pattern spotting and  across psychology, aesthetics and pop culture

I collaborate with brands, agencies and creative teams on:

• Cultural research and qualitative insight
• Brand strategy and positioning
• Visual worlds and brand expression
• Prop buying and styling for screen

At its core, my work is about making meaning visible: in ideas, in spaces and in the details.