About me

I'm an award-winning Creative Director with a global agency background spanning Grey, Saatchi & Saatchi, McCann, and RAPP, leading creative across London, Dubai and Sydney for brands including Panadol, Barclays, Mastercard, Visa, HSBC, Emirates NBD, Land Rover, Virgin Media and EE.

I've launched global brand platforms, tackled misogyny in women's football, created data-driven films at ridiculous scale, turned financial services into human stories, and built brand experiences that gave people a reason to look up from their phones. Often with tight timelines, high expectations and at least one person asking if the logo could be bigger. My work spans TV, film, AV, social, content, OOH, CRM, experiential and brand activation, so I'm just as comfortable in a script review, on set, in a client room or trying to make a 6-sheet stop people in their tracks.

Along the way, I've also had the pleasure of working with famous faces including David Tennant, Gabriel Macht, Kevin Bacon and passionate footballers, while picking up a little metal for the shelf, including Effie, Campaign Big and DMA awards.

I'm hands-on where it counts. I've led creative teams, mentored talent, shaped the strategic and creative vision, run shoots, built pitch-winning ideas, presented to senior clients, handled stakeholder nerves, and helped brave work survive the journey from first thought to final delivery.
My sweet spot is turning commercial problems into sharp, memorable ideas with a bit of bite, a lot of craft and a clear reason to exist. I'm a creative leader, client partner, team builder and occasional chaos translator who knows how to get great work made without losing the room, the team or the plot.

Shelby's work

With you, every step of the way

Madinat Jumeirah Living

The Last of 9

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