It was at Mindshare that I 'discovered' insight.

And, that in fact, there's a whole team trying to figure out the most interesting element of business: people.

From Mindshare I went to BAMM where I learnt about ethnography and qual, and how to develop insight into a strategy.

During 2021 I freelanced. I worked with some of the smartest agencies and thinkers and picked up hacks for running research and tips for managing clients.

I jumped into some projects with big tech names and learnt about researching users and the double-diamond design process.

This led me to YuLife, where I learnt to embed social science principles in scrappy, impactful projects that influence senior people.

I’ve stayed hands-on throughout my career picking up a broad range of skills, tools, frameworks and domain knowledge.

Now AI has collapsed the cost of making, I’m using my experience to help agencies and clients figure out how best to speak to and build for customers.

Story creation, told in whatever medium, is my enduring obsession

2009: I went to art school, and explored what unlimited creative work could be

2010: I left to study philosophy, dissatisfied by the apparent lack of intellectual stimulation at art school

2016: I produced a photo series and wrote about the lives of young Cubans for Vice magazine

2018: I made my first documentary at BAMM on the social cohesion brought about by Cape-towns water crisis

2019: I wrote features for the MRS impact and kick-started BAMM’s content marketing, ‘the drop’

2020: I trained as a journalist, completing the NCTJ training alongside junior journalists, writing and publishing stories for the south London press and the Face

2022: I took a job as content editor for Crowd DNA, curtailed by a nasty burn-out

2025: I shot a feature-length doc about a crew of young Italian sailors