I’ve spent over 12 years in creative departments across Melbourne, working with agencies like Saatchi & Saatchi, DDB, Publicis, VICE, MASH, and alt/shift/. Along the way, I’ve learned how to create cultural cut-through with just about any budget—whether I’m building a campaign from the ground up or amplifying it through PR.

My background is in art direction, and while I’m not a professional writer, I’ve picked up the skills to craft sharp, engaging copy when the moment calls for it (my old copywriter used to go on a lot of long walks).

Right now, I’m at alt/shift/, where I work in a dynamic, blended role, creating both PR and traditional ad campaigns. It’s been exciting to see how this industry has evolved—the ad world is waking up to the power of PR, and PR is learning the value of a cracking insight and idea.