My approach.

Good creative work starts with clear thinking. Before writing anything, I want to understand what the communication needs to achieve, who it's for and what really matters to the audience.

I work with clients and creative teams to get to the heart of a brief, find the central idea and shape the message. That might mean developing a campaign concept, writing a script from scratch or making existing content clearer, sharper and more engaging.

Having worked across broadcast, agency and in-house environments, I'm used to balancing creative ambition with different perspectives and practical constraints, without losing sight of the audience.