I lead the creative vision at Broadwick Studio, directing top-tier projects where narrative strategy is editorialised to deliver core messaging and build genuine community.
My approach to creative leadership belongs to the intersection of technical logic, narrative-driven concepting, and experiential design. I began my career over two decades ago hand-coding websites, a digital foundation that taught me how complex systems, user journeys, and digital engines scale. Over the past 15 years, I scaled that logic into multi-market live experiences and culture-defining landscapes, guiding high-performing teams and anchoring global pitches for world-class portfolios including adidas, Nike, Lego, Airbnb, and HUGO.
My foundational education was formed at a Rudolf Steiner school against the backdrop of the Troubles in Northern Ireland. Amidst the conflict of the era, the curriculum provided a vital alternative framework, focusing not on rigid structures, but on interpretation through storytelling and visual art. Each morning was anchored in narratives that explored human economics, behavioural drivers, and shared human experience.
Unknown to me at the time, this unconventional start instilled a deep capacity to look past surface friction to understand what truly moves people. Beyond shaping how I interpret complex brand briefs, this storytelling foundation developed my deeply empathetic approach to creative collaboration and team leadership. I view briefs not through the lens of rigid structural execution, but as opportunities to cultivate real human connection, guided by teams that thrive on mutual trust and shared narrative focus.
Parallel to my creative career, music has been a lifelong anchor and a vital source of creative translation. Having released music, composed short film soundtracks, and DJed over the past 35 years, I look at physical environments through a multi-sensory lens where sound, rhythm, and structural space dictate a broader human atmosphere.
For me, true environmental design goes far beyond a physical build; it is an ideas-led, sensory playground. I am entirely ideas-led, meaning the concept dictates the execution, not the other way around. My work might manifest as an editorialised brick-and-mortar space, a 10-hour live stream broadcast, or a piece of cultural IP.