Projects

Selfridges, a global luxury icon, is famed for its Oxford Street store and signature yellow bag. As Director of Multimedia Creative, I led a 40-person team to unify brand expression across all touchpoints.

Leading a global in-house creative team of 13, I defined the vision and delivered a bold new visual and verbal brand identity for Amplience amid a Series D funding round, leadership shifts and a pivot into GenAI…

With 5 direct reports and a team of over 60 I played a key role in transforming Amazon Creative Services from a high-volume graphics production shop into a full-service in-house agency – evolving into a true creative partner for all Amazon EU businesses within a year…

As Creative Lead for Amazon Fresh’s UK and EU launch, I oversaw all creative aspects, guiding strategy with data and in-depth visual research. Leading a multidisciplinary team, we delivered every customer touchpoint – from hero imagery and online store build to OOH, social, and print. Following a successful UK lunch, the Amazon Fresh rollout expanded across the EU…

Working with a small, dedicated team, senior leadership, and a wide stakeholder group, we developed a content strategy that closely aligned with Zettle’s business goals before delivering content and campaigns that collectively celebrated the struggles, successes, hopes, and dreams of the UK small business community…

As Creative Director for Harvey Nichols Dubai’s bi-annual publication, I defined the creative vision and led the end-to-end delivery of the store’s print and digital magazine. From cover to back page, each issue showcased the season’s latest in luxury fashion and accessories, beauty trends, exclusive interviews, and cultural highlights from across the UAE…