What I Do

I create and capture moments to help people tell stories, find fans, and deliver a great story.


I’m a big believer that the power of a campaign comes from the truth of its research, the strength of its strategy and the honesty of its creative.


I’m endlessly fascinated about the way that great ideas become great stories, build amazing communities and coalesce into strong memories.


I’ve built multichannel campaigns, from curated digital experiences to bespoke human moments, helping to plan every stage of the consumer journey.

Stuff I do well.


Stacking words and chaining verbiage together to create excitement, delight and measurable impact.

Brand Strategy.

From research to the big reveal, helping brands work to create strong social value and inspire advocacy.

Content Strategy

Creating content calendars, building assets from photography and design to full-scale video and animation.

Social Media

Creating value as the authentic voice of the brand, and combining personality with strong content and targeted promotion

Reporting and Analysis

Demystifying data, and putting the measurable numbers behind user and consumer behaviour at the forefront of strategic success

Cool jobs I've had

Creative & Content Director

I’ve been managing a creative and content studio, and leading creative development and strategy across a big flock of clients. Everything from niche microbrands to the big kahunas like Telstra, Microsoft, KFC and Ford.


Digital Strategist

From community management to creative ideation, content planning and copywriting, this role touched all facets of digital strategy and campaign execution. Whether it was Vine and Instagram content, Facebook campaigns, film and animation for social channels, photo shoots, Death-By-PowerPoint or just plain old writing tweets, I did it.


Head Of Social

The whole shebang. New business pitches, existing client strategies, global comms plans, web builds and deployments – even custom photography and live event content distribution. The full yum-cha of digital and social marketing, wolfed down hungrily.


‘Real-time content’ breeds real-time discontent

My team is a team of spectacularly talented people. They are arguably some of the best minds in this field — the field of spontaneous creative brand communication. If that seems like a series of buzzwords, I’ll remove the wank factor — we’re social media strategists. We’re the people who impersonate your favourite brands on Facebook. We write the tweets. We make the carefully planned and executed ‘hidden camera’ pranks. We are the ones who find a link between Kim Kardashian’s latest newsmaking belfie and a chicken burger. We are the ones deciding whether your online snark constitutes an actual attack on our brand, and in all probability, we’re the ones who write back for your favourite tech company or fast food brand or car maker.

It’s an interesting and ludicrous profession, tantamount to impersonating fictional characters. Brands aren’t real anyway, but at least twice a day I have conversations about what a brand would and wouldn’t do. Brands don’t have lives, but I run their Instagram accounts and pretend they do. And I’m part of a team of more than twenty people, who (to varying degrees) either sit at the digital coalface and respond, or sit in the brainstorming vault and come up with cool shit for brands to do, so that people buy their product, based on a Facebook post. It’s a hard job to explain to the family.

For as long as I’ve done this job, there’s been a debate about the nature of ‘reactive content’ vs ‘ narrative content’. Is it better to jump on the news cycle, or to start one? Is it better to create fast, unrefined content to attach yourself to the news through parody/comment, or create something that might get picked up and become news?

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