For over two decades, I’ve been helping brands earn their place in culture by uncovering the bold ideas, creative partnerships and breakthrough strategies that others often miss.

My work lives at the intersection of brand, storytelling and technology. I’m as curious about emerging platforms and marketing tech, as I am about playground debates over 10p Freddos — and I use that mix of instinct and insight to help brands show up in ways that cut through and connect.

From launching a fictional sneaker-shaped island that fooled Dubai’s fashion elite, to reviving Supermarket Sweep as Tesco’s first primetime brand entertainment format, building NatWest’s their first VR event during lockdown, to leading global storytelling for Elon Musk’s $100M Carbon Removal XPRIZE, I’ve focused on ideas that feel fresh, human and impossible to ignore.

I’ve led teams inside global agencies, launched my own consultancies, and partnered with founders, scale-ups and multinationals across fintech, fashion, FMCG, entertainment, retail and beyond. Along the way, my work has picked up BAFTAs, Webbies, Lovies and, most importantly, a few hearts.

Most recently, I’ve been working shoulder to shoulder with founders and leadership teams — helping them sharpen their story, overcome marketing challenges, win customers, secure investment and tool up with the right blend of human creativity and AI efficiency on offer.

Today, I work through Al’s Café, a home for sharp strategy, cultural creativity and ideas with taste. Alongside me is a network of proven purveyors, each specialising in what your brand needs most, from design and production to partnerships and emerging tech — making the Café both agile and complete.

Fancy a chat? Let’s get out of the kitchen and into the market with ideas that cut through.