Who

I’m currently the Digital Executive Creative Director at DDB Group Sydney. While I love everything creative, my passion lies in innovative new media solutions that make a real difference to people’s lives.

I’m currently the Digital Executive Creative Director at DDB Group Sydney. While I love everything creative, my passion lies in innovative new media solutions that make a real difference to people’s lives.

I’ve always been inspired by the words of Audrey Hepburn:“Nothing is impossible — the word itself says I’m possible”. This concept underpins my approach to my craft, and my belief that creativity should never follow a so-called “best practice” formula. Instead, it should redefine the norm by challenging what’s possible.

My love affair with storytelling began while working in a comic store. Soon after, I studied to be a fine art painter. And when I finally put down the brush and picked up the mouse, there was no looking back.

I’ve been fortunate to work with several brands and talented people who’ve helped me break new ground, whether it’s jumping a man over the Great Wall of China, revolutionising the local dance scene, earning a thrift shop 4 million dollars, helping find missing people through YouTube, wiping spam from social media, co-inventing a smart outdoor smoke detector network that reduces the impact of bushfires for Australians, embedding a message in an adult film to teach young men to self-check for testicular cancer, or building an epic graveyard to honour a TV show, or hijacking ad breaks to sell a new Golf.

While there’s been some heavy metal along the way, my loudest achievement has been helping to transform agencies’ cultures. Because this is the true measure of a leader’s impact: not individual awards, but agency-wide change. And when each of my leadership efforts has helped win Agency of the Year, that has been the real music to my ears.

Where

Tribal Australia (DDB Group)
National Executive Creative Director

DDB Sydney | 2018 to 2021
Creative Partner

M&C Saatchi Sydney | 2014 to 2018
Creative Director

VML Australia | 2012 to 2014
Creative

George Patterson Y&R | 2010 to 2012
Senior Creative

DC Shoes | 2006 to 2009
New Media Director

The Shop Australia | 2002 to 2005
Creative