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I work closely with clients to develop the creative strategy behind campaigns, helping define the right approach before production begins. This can involve research and development for immersive experiences, or shaping the digital and social content that supports and amplifies a wider campaign.

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My role often spans the full process, from developing ideas and writing concepts through to directing and producing the final content, ensuring the original strategy carries through every stage of the project.

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I also work with platform strategy, particularly for YouTube, using the Hub, Hero, Hygiene model to structure content in a way that balances high-impact campaign moments with regular audience engagement and long-term discoverability. This approach helps campaigns reach new audiences while building sustained engagement over time.