the Storyboard

Senior Brand Leader and Creative working across fitness, fashion, and consumer culture.

I’ve shaped brands from the inside, building in-house teams at Net-a-Porter, G-Shock, Three and Gymshark, and helping define what some those brands actually stand for.

I wrote Gymshark’s global platform We Do Gym, reframing it as a gymwear brand, not a sportswear one — a small shift with big consequences.

I also helped launch Studio Three at Three, making everything from TV ads to wonderfully odd cultural content. Some of them involved Lewis Capaldi doing ASMR. Others are even harder to explain.

Most advertising can be ignored. I try to make the kind that isn’t.