Alongside a long career in advertising, I have developed a parallel creative thread: conceiving and producing immersive events, often starting with familiar spaces and transforming them through atmosphere, scale, light and detail.

I am particularly drawn to spaces people think they already know, and to the possibility of making them feel unfamiliar, elevated or unexpectedly theatrical.

I enjoy finding simple ways to create strong visual impact, often by pushing ordinary materials beyond what they are expected to do.

Over the past twelve years in London, I have led large-scale advertising campaigns for Apple across Europe, the Middle East and emerging markets, managing teams, client relationships and complex productions from development through delivery.

I am interested in projects where atmosphere, scenography and transformation play a central role, particularly in fashion, celebrations and other visually immersive environments.