As a creative lead across major retail and health brands in Australia and New Zealand—including Woolworths, BIGW, Postie Plus, and Green Cross Health—I directed high-impact shoots that blended strategic vision with hands-on execution. From initial concepting through to final delivery, I oversaw every facet of production:

• Creative development: Shaped campaign narratives and visual direction tailored to each brand’s identity and audience.
• Styling & talent selection: Curated styling approaches and cast talent to ensure authenticity, diversity, and resonance across demographics.
• Team leadership: Directed art directors, designers, and production teams to maintain creative integrity and meet tight deadlines.
• On-set direction: Led shoots with precision and adaptability, ensuring seamless execution and alignment with campaign goals.

Each project was a balance of strategic oversight and creative instinct—delivering campaigns that were not only visually compelling but also commercially effective. Whether working with national retailers or health sector clients, I ensured every detail—from lighting to layout—served the broader brand story.