SETTING NEW STANDARDS
Across every chapter of my career, I’ve helped redefine and elevate how people experience brands, driving both creative distinction and commercial impact.
MERCEDES - BENZ I A defining early milestone
The work on Mercedes reshaped digital storytelling in automotive. Campaigns like AtoS, the anatomy of pro-safe and One moment of driving pleasure, earned multiple global awards, including Cannes Lions and One Show.
A to S was one of the most awarded campaigns in automotive. Culminating in 2010, making it to Campaigns magazine list of TOP 10 Digital ads of the Decade, as well as winning Cannes Cyber Lion - Silver - One Show Interactive - Bronze - Campaign Digital Awards, Best Automotive - IAB Creative Showcase - BIMA 2006 - Best Microsite - Revolution Awards, Best Website by Creative Review, The Annual - FWA Site of the Day, and the month - Mercedes-Benz Star Awards, Gold
LOUIS VUITTON I Innovation and Integrated media.
At Louis Vuitton, I worked on the brand’s first content and e-commerce platform, merging storytelling with seamless commerce.
Our 360° fashion show experience, A new turn in fashion, and early mobile application was ahead of its time and won multiple international recognition, including the Art Directors Club: Strategy, Innovation and Integrated Media awards
REDEFINING LUXURY FOR THE DIGITAL AGE
While I was Director of Creative Media, Digital, we transformed Burberry into a global digital pioneer, targeting a younger, tech-savvy audience and redefining luxury
BURBERRY I BRAND PLATFORM
Between 2011 and 2017, we live-streamed runway shows, let consumers shop looks as they debuted, reshaped the tradition fashion calendar, launched the first “shot on iPhone” campaign with Apple, created personalised digital experiences, put interaction into physical spaces & garments, and partnered with emerging artists & musicians.
Burberry’s innovation between 2011 and 2017 wasn’t just a series of tech experiments, it functioned as one unified, long-term brand campaign with a clear goal: to shift Burberry from a traditional heritage label to a fashion-forward, digitally native and culturally relevant brand.
BURBERRY I PLATFORM LEADERSHIP
From 2015 to 2020, also lead the Creative, Design and UX teams for Digital commerce at Burberry. In this time, we merged cutting-edge technology with high-touch service, years ahead of the curve.
Influencing the global sector to innovate around connected, real-time shopping and elevating consumer expectations for digital luxury.
This set a new digital benchmark in luxury, and we consistently ranked at the top of the Luxury Digital IQ Index, claiming the #1 spot both in 2015, and 2016.
BURBERRY I REDEFINING RETAIL
Partnering with Visual Merchandising and Architecture teams, we made wholesale pop ups in Harrods, and our flagship stores, the most technologically advanced of its time.
Regent Street became the first fully digitally enabled luxury store. Shenzhen, the world’s first large-scale social retail experience integrated with WeChat, redefined experiential retail for a connected generation
EXPANDING THE CANVAS
Independent and impact-driven, my practice combines creative excellence with commercial clarity
We translate cultural intelligence into cohesive brand worlds, distinct storytelling, and experiences that heighten desirability and deliver measurable growth.
Including projects for Off-White, Givenchy, Stella McCartney, Belmond, the British Fashion Council, Bottega Veneta, and Montblanc.
CLLINUVEL I BRAND PLATFORM
For biotech brand Clinuvel, I created The Art of Photomedicine, By reframing rare skin conditions like EPP, vitiligo and albinism. Instead of presenting these conditions as problems to fix, we elevated the individuals who live with them, celebrating identity, not deficiency. A radical shift to how the pharmaceutical industry operates.
We shifted public perception and sparked global conversation. We hosted a private presentation at Lady Gaga’s private residence, and paved the way for a future luxury skincare line of the same brand
