The Alchemy
of Reinvention

My career began behind a camera in the world of motorsport. For years I worked as a photographer and videographer inside a McLaren-associated environment — documenting race events, producing cinematic media and interviewing the people who shaped the industry, including McLaren CEO Zac Brown.

The pit lane teaches you things a boardroom never will. How to read a moment before it happens. How to find the frame in chaos. How a single millisecond, captured well, can outlive the race itself.

"Every story I shot was really a story about transformation — the second a driver became something more than themselves."

So I reinvented myself.

I moved into digital marketing and recruitment advertising, eventually managing large-scale campaigns across more than 120 locations throughout the UK. I worked with major brands — Pretty Little Thing, ASOS, Very, Wren Kitchens — directing advertising budgets and growth initiatives in a landscape that was changing under our feet.

Then the rules changed again.

Privacy regulations disrupted traditional advertising. Reporting became opaque. The systems marketers had relied upon for years stopped producing the same results.

So once again, I followed my curiosity.