Film sets taught me how to execute. Building a 620K+ community taught me what makes people care.
Today I bring both perspectives to consumer brands: strategic thinking grounded in real production experience and real audience behaviour.
I work at the point where audience insight becomes an idea, and that idea has to survive the script, production and performance feedback.
- 01
Assistant Direction on film and TV sets
Years coordinating shooting schedules, cast, call sheets and daily set logistics, learning how ideas survive contact with reality.
- 02
An organic audience of 620K+
Building and sustaining a community week after week, with no paid support.
- 03
Creative strategy for consumer brands
Turning that craft into concepts, scripts and creative systems brands can learn from.
- 620K+
- Community built organically
- 16M+
- Organic views on one branded story
- 50+
- Film & TV productions in Assistant Direction
- 20+
- Brand collaborations
Background
Before strategy came the set.
Before moving into creative strategy, I worked in Assistant Direction across more than 50 film and television productions. As a Second Assistant Director, both during preparation and on set, I coordinated shooting schedules, cast, extras, call sheets, crew call times and daily production documents.
That experience taught me how to turn a creative intention into a workable plan, align many moving parts and keep execution moving under pressure. It is still part of how I approach creative strategy today.
The complete process
- 01Research
- 02Insight
- 03Concept
- 04Hook and script
- 05Creative brief
- 06Production supervision
- 07Edit review
- 08Analysis
- 09Iteration
Capabilities
- Creative Strategy
- Audience insight, cultural research, creative territories and campaign concepts.
- Social & Performance Creative
- Hooks, scripts, creator briefs, paid adaptations and creative testing.
- Brand Storytelling
- Narrative systems, content franchises, community building and partnerships.
- Creative Systems & AI
- Content workflows, reuse systems, prototypes and scalable creative operations.
Ways of working
Open to in-house creative strategy roles and selected freelance collaborations.
Have a role, brief or problem worth solving?