From 2019 to 2022, I have been Creative Director of AJF Partnership, Melbourne working across full spectrum campaigns on some of Australia’s biggest retail brands - Officeworks, Specsavers, Burson Auto, Midas, Autobarn, Simpy Energy and more. Leading a team of creatives, digital strategists and creatives, and working closely with strategy and clients to ensure effective, class leading creative.From 2017 to 2019 I was one of the creative leads at The Royals. An indepedent creative shop, we worked closely on brand, social and digital campaigns, documentaries, podcasts, activations and installations for a range of clients such as Deakin University, Mercedes-Benz, Zooper-Dooper, Melbourne Racing Club, Grill’d Burgers, World Vision and more. The in-house technology hub at the Royals, Advance Party, also allowed me to gain greater knowledge and work on projects in voice, AI, neural network and other emerging technologies.From late 2014 to early 2017 I was Creative Director at McCann Melbourne, where I worked on brand, social and digital campaigns, activations and installations for clients as diverse as Tigerair, AGL, The University Of Melbourne, the Melbourne International Film Festival, L’Oreal Paris, Worksafe and more.So far my work has been awarded both locally and internationally, including six Cannes Lions, more than ten Adfest Lotus' including a Grande Lotus, nine Spike Asia awards and multiple AC&E Effectiveness awards.The MIFF Emotional Trailer was the 2016 Big Won Reports #12th ranked campaign worldwide, #2 Digital campaign and the most awarded in Australia. I was also ranked #19th Art Director in the world and number one for Australia. Prior to my time at McCann I spent close to seven years in my first stint with AJF Partnership, working on some of Australia's biggest brands - Holden, Lion, Officeworks and Target.My creative approach is to find the tension between creativity, emotion and effectiveness to create work for clients that is original, strategic and makes a direct connection with its audience. As good strategic communication should.I'm inspired not only by the artful creativity that good creative can bring, but also the strategic importance that focused, insight driven ideas delivered cross channels can bring to consumers, and also deliver for clients and brands.