While much of my work focuses on leading large-scale campaigns and cross-functional teams, I still love getting hands-on with the craft. This collection showcases a series of smaller projects where I played a direct role in concepting and delivering the work.
Whether it's refining tone of voice, shaping layout, directing a single shoot, or designing brand assets, these are moments where attention to detail and love for craft make all the difference.



Wimbledon Park Project
Created fully in-house, this OOH campaign was developed to raise awareness and public support for the proposed transformation of Wimbledon Park Golf Course into a new public park. By smartly leveraging location-based media, the creative spoke directly to local residents, highlighting just how close they were to something truly transformative. Clean, compelling visuals and a clear call to action encouraged people to learn more and support the project.
IBM X Wimbledon
Data and AI aren’t always the most exciting topics, but at Wimbledon they power something truly magical. We found a way to bring this to life by showing how IBM’s technology enhances the fan experience, from AI commentary to predictive insights, making the sport more accessible and engaging. Led in-house, the campaign was developed in creative partnership with Witness Studios, who helped transform a complex subject into a story told with clarity, elegance and energy.
The Hill in New York
To bring the Wimbledon experience stateside, we created “The Hill in New York”, a live viewing event. I developed the key visual for the event and worked closely with the agency team to ensure all visual communications aligned seamlessly with the Wimbledon brand and overarching campaign. From signage to digital assets, every detail was crafted to deliver a cohesive, premium experience that brought a touch of SW19 to the heart of Manhattan.
Above are two creative executions from the 2023 and 2024 editions of The Hill in New York, reflecting how we evolved the visual identity year-on-year while maintaining consistency with Wimbledon’s brand world.
Hospitality
I work closely with Keith Prowse, Wimbledon's official hospitality partner, to support their marketing efforts with creative that matches the premium experience on offer. For this campaign, I led the creative development of a new hero film and photography suite, designed to capture the elegance, exclusivity, and atmosphere of The Championships. The assets were crafted to feel aspirational yet authentic, helping elevate their outreach and drive interest in the world-class hospitality Wimbledon is known for.









Retail
Beyond leading our annual campaign for The Wimbledon Collection, I provide creative direction across all other retail communications. From hero moments like the iconic towel launch to everyday assets such as email campaigns, in-store visuals, and promotional content, I work closely with the in-house team to ensure every touchpoint feels consistent, elevated, and unmistakably Wimbledon.