How did you get into the industry?
I started on the corporate side of things many years ago, working on events and marketing activation campaigns. But I always wanted to be hands-on and combine my communications degree with the more creative side of things and went for it.
I write and also direct. I have worked client side as producer/director and communications advisor, agency side as account manager, in production companies as lead producer and as a freelancer I can work in a wide range of creative roles.
Where are you based now and who do you work for?
I am a freelancer based in London, UK
If you weren’t in your current industry, what would you be doing?
Communications in one shape or the other is the place for me to be. I like telling stories that inspire and can have a positive impact on people.
Can you explain your creative process? What makes it unique?
I listen, ask questions and sometimes say “no”. I read the brief (or help develop it), understand what the goal is and then start thinking about what will work best.
Think of the human, the brand or the product and respect its story. But also think of the audience, the impact you want to have and make it memorable.
How would you describe your style?
I prefer telling stories that people can relate with. Presenting the human element in a realistic, honest and engaging way. Even if it is a highly technical or a complex business concept, there is always a way to present it in a way that the audience will engage and react to it.
Which individuals do you gain inspiration from? Do you have any heroes in the industry?
I wouldn’t really want to name anyone in particular but people around me and their life stories always inspired me.
It’s fascinating listening about different experiences from people coming from different paths of life.
What tips would you give to aspiring creatives looking for work?
Be open to explore opportunities that come your way, but do not forget your value. It’s important to ensure that creatives can earn enough to live from their hard work.
What tips would you give to other professionals to get more clients?
Build relationships.
Don’t necessarily say “yes” to everything and everyone.
What kind of tools/kit/software could you not do without?
My pen/pencils and notebook! Then my laptop…
What’s your secret to staying inspired and motivated?
My passion to tell stories and create new ways of communicating in a meaningful way.
What’s the work achievement you’re most proud of?
I am genuinely proud of most projects I have worked on, but if I had to choose, it’s a series of animated health and safety training videos based in real life situations. The aim was to engage and train a very diverse global audience, break communication barriers, increase situational awareness and at the end of the day, reduce incidents.
We got great engagement results and several of the videos won awards in Film, TV, Media and Communications Festivals around the world.
What is the one thing that you would change about the industry?
What we create entertains people. We need to enjoy the process too. So fewer working hours, realistic deadlines, less stress and fair pay.
Any websites, books or resources you would recommend?
Creativepool, Vimeo and YouTube are great resources. Also, to keep on top of strategies and industry insights Effie Awards, Campaign and Marketing Week
