Creative direction built on systems thinking.
The idea comes first.
The system makes it last.
View Selected Work I develop and direct integrated creative work across digital, social, brand, content and campaigns — from concept through to execution. The thinking comes first. The system makes it repeatable.
Twenty years of agency, in-house and independent creative direction. Nine years based in London. AI-assisted workflows applied to real briefs at production scale — not as a replacement for ideas, but as a way to move faster without losing quality.
The idea comes first. The system makes it last.
Across roles, clients and projects, my work usually sits where communication needs structure: defining the message, shaping the visual language, directing the content, and making the work easier to repeat across channels.
Over two decades of creative and digital work across major brands, high-volume retail, agency campaigns, content systems, presentation design, brand communication and AI-assisted creative direction.
Across agency, in-house, freelance and independent work, I’ve helped shape creative output across finance, telecoms, retail, entertainment, hospitality, beauty, healthcare, technology, humanitarian and advisory contexts.
Across different environments, my value is usually not limited to one output. I help define the problem, shape the system, direct the creative expression and support the work through to something usable.
Campaigns, systems, websites, decks, content and AI-assisted visual direction across agency, in-house and independent work.
At One Over One, I led day-to-day creative direction across multiple accounts, working directly with clients, guiding teams and staying hands-on across concept development, visual direction, presentations and rollout.
This included embedded senior Creative Director support on MTN through TBWA Hunt Lascaris, and a year-long Capitec pod working between One Over One and Capitec internal teams.
The work moved across HiFi Corp, Incredible Connection and Everyshop, as well as supplier and platform campaigns linked to brands such as Microsoft, Google, Apple, Samsung, Kindle and Garmin.
At JD Group, I led creative direction across fast-moving retail and technology brands, supporting campaign rollout, in-store communication, digital content and partner-led promotional activity.
Content arrived as a working PPT. The job was translating it into a polished, on-brand learning deck — aligned to Nedbank’s visual language without losing the clarity of the original material.
A website and visual system shaped from strategy through to execution, repositioning specialist heart care around trust, prevention and patient understanding.
971 needed more than launch posts. The work shaped a clearer strategic position around cultural nuance, local context and market interpretation, giving the agency a more distinctive way to enter the conversation.
Visit 971 Digital
ED Platform needed a clearer way to show its thinking on enterprise and supplier development without making the content feel generic, promotional or overly simplified.
This work often sits between positioning, identity, presentation, content structure and rollout logic, giving clients a more usable system to build from.
Alongside campaign and content work, I’ve helped shape smaller and specialist brands where the challenge was not only visual output, but creating a clearer foundation for how the brand should look, sound and show up.
The Digify Kitso project focused on improving the consistency, clarity and visual identity of Digify Africa’s WhatsApp learning bot ecosystem across Kitso, Zazi iZandi, Mpilo, ECD learner content and related digital learning assets.
A strong foundation in digital campaign thinking built across agency and in-house environments — Pick n Pay, sport, FMCG, entertainment, beauty and financial services.
Microsites, campaign platforms, social mechanics, promotional systems and shopper-facing digital experiences across brands, audiences and commercial contexts.
AI is part of my creative process, but it is not the strategy. I use it to explore visual territories, test campaign worlds, build image systems, prototype brand atmospheres and create usable campaign collateral when a shoot is not practical.
The value sits in the direction: knowing what to ask for, what to reject, what to refine, and how to turn raw outputs into something usable, coherent and brand-aligned.
AI is not the strategy. It is part of the production and direction system.
I use AI to build visual territories, create controlled prompt systems, develop brand-aligned assets at speed, and make visual direction usable before production, illustration or rollout begins.
The value is not in generating images. The value is in knowing what the system needs to produce, how it should behave, what to reject, and how to turn outputs into something coherent, useful and brand-aligned.
Tools: Midjourney · Seedream 4 · Runway · Kling · Adobe Firefly · ChatGPT · Claude
Motion work across short-form edits, AI video, animated social content and sound-led brand pieces. The role is not only making things move — it is deciding what the movement should do, how it should feel, and how it supports the larger creative system.
If this makes sense to you, let's talk.