WORK:

I’m deeply involved in every step of the creative process – from shaping ideas and directing shoots (often self-shot and edited) to overseeing design direction and managing final delivery across all organic social channels. I work hands-on across both hi-fi and lo-fi content, ensuring everything we produce is platform-native, engaging, and true to the brand.

One standout project was the CookMark social content series, where I led the visual brand development and oversaw the full content and recipe production – even writing and developing many of the recipes myself. As the series progressed, we took learnings on board and optimised execution in real time, evolving from hi-fi, studio-shot content with full crews, voiceovers, and post-production editors to leaner kitchen shoots with just a few people, shot and edited entirely on iPhone. The shift to lo-fi made the content feel more native, agile, and ultimately more effective in driving engagement.