I tell stories that shape how people see brands, products, and each other.
Download my latest CV here
I bring 25 years of creative direction & brand strategy experience, working across beauty, lifestyle, health & wellness, fashion, automotive, and B2B sectors. I’ve shaped campaigns for global brands like L’Oréal, Henkel, and Philips, as well as ambitious startups and niche players looking to define their place in the market.
I have extensive experience delivering every type of creative output — from campaigns, film, and photography to design, digital content, and experiential work. My insight-driven approach ensures ideas are grounded in strategy and attuned to the latest cultural and industry trends. I thrive in international, cross-disciplinary teams, collaborating with diverse stakeholders at every level to create work that resonates globally.
"Highly recommended if you’re looking for a sharp, articulate, brand-savvy and hands-on creative director who will get the subtle nuances of your project."
Russ. Creative Director & Co-Owner @Point6
I have set up, grown and run creative businesses in China, Europe and the UK. I’ve built and led teams of up to 30 people, focusing on creative excellence, commercial performance, and building lasting client relationships. I’ve worked with businesses of every size, from startups to global giants, navigating diverse markets and cultural contexts to deliver results.
I am co-founder at teehee, a boutique creative agency in Shanghai offering full-service brand support — from strategy through to creative execution for some of the world’s leading brands. I am an original partner at LP Films - a video production company producing a wide variety of video content from advertising to social but with a reputation for excellence in long-form and documentary content. The Junction Studios is a busy full-spec studio I co-founded, producing both photography and video for well-known agencies and brands alike. I was also a founding partner and product lead in the digital startup, #be, and helped secure multiple rounds of funding. Alongside these ventures, I’ve continued to work independently in the UK, directing creative and brand strategy projects for lifestyle, consumer, and corporate clients.
"... critical in localising our brands, yet within full respect and level of international brand guidelines... an effective strategic partner in communication production and project delivery"
Joeri. Asia GM, Product & Brand Dev Cosmetics @L'Oréal
"... always delivered projects with utmost efficiency, and innovation resulting in effective and meaningful outcomes."
Davin. Marketing Director, China Beauty Care @Henkel
I’ve directed award-winning documentaries including A Farewell Song, the story of a group of traditional Chinese musicians and friends - backed by Channel 4’s BritDoc Foundation; The Poseidon Project, an investigative feature uncovering a wartime shipwreck mystery; and "The Making of the Special Olympics Opening Ceremony", a commissioned behind-the-scenes look at a one of a kind sporting event - screened on the Discovery Channel in Asia. The films have been screened at festivals across Asia, Europe, and the US.
"A beautifully crafted documentary full of insights into Chinese traditional music"
@China Review
I am one-third of Parts & Spares, a London-based folk-pop trio. I’ve been a “secret songwriter” since I was 15, but the band came to life when my daughter, Frida Jones, and her partner, Kaisha McGroarty, graduated from music college and we decided to make something together.
Since our debut in November 2024, we’ve released four tracks — all of which have been picked up by BBC Introducing and Future Hits Radio.
“So confident, so assured and
just so brilliant”
Emily Pilbeam. @BBC Introducing
“Do you know what, I love
it... it’s a gorgeous track”
Christian Carlisle. @BBC Introducing