Creative Producer.
Turning briefs into award winning campaigns and content.

What do I do?

I do ideas, the kind that happen to end up in brand, video, social and digital work. None of them leave my hands until I know why they'll work, not just how they'll look.

What I actually love is the unravelling part: the brief that looks impossible until you find the one insight that makes everything else fall into place. That's true whether it's a global nutrition brand, an airline, or convincing several hundred people to put on a Dolly Parton wig for charity.

I've worked both in-house and agency-side, so I know what it takes to find an idea and what it takes to get it out into the world. I've led that thinking for Glanbia, Aer Lingus and Optimum Nutrition, among others. The work has picked up a few awards along the way, but more importantly, it's built brands, changed behaviour and moved people to act.