About me

In 2025, a casket built from Zulu beadwork — each bead representing one of 5,578 murdered women — was carried through the streets of Pretoria and placed at the Union Buildings. The government representative signed the memorandum that day. The work won a Silver Glass Lion at Cannes, The Drum Experiential Grand Prix, a PRWeek Global Award, and recognition at Gerety, Loeries and beyond. That's what I mean when I say ideas can change things.

I've spent almost two decades making work that moves people. Not just making things look good — asking what an idea could actually do for people, for communities, for the world. Over a decade at Edelman, I led campaigns across Africa and globally, worked with teams on every continent, and fought hard for ideas that deserved to exist.
Some of that work found its way to Cannes, The Drum, Gerety, Epica, Loeries, Cresta and PRWeek.
But what stays with me is the week in Kruger understanding what rangers risk every day, the room full of children in Amsterdam asking adults a question they needed to hear, and the women who placed every bead by hand on a casket built to carry their story to power.

Walking away from agency life at my peak wasn't a risk. It was the most honest thing I'd ever done.

Now I'm building my own. Alkhemy is my creative and design studio — bringing together strategy, storytelling and design for brands who want work that actually means something. Just Like Sunday is a creative apparel brand for the dreamers. ZAZA is proof that even cannabis can be reimagined through design.