I’m an award-winning journalist-turned-creative marketing and brand director with 15+ years building narratives that live at the edge of innovation. From war zones to immersive experiences, motion graphics, cinematic spots and interactive documentaries - I’ve led award-winning projects across global brands, civic institutions, and cultural frontiers - work recognized by SXSW, the Webbys, and the Producers Guild of America.

Technology + Storytelling

What I do …

  • I build stories you can step inside.

    From SXSW-winning VR (Body of Mine) to WebXR publishing platforms (REACH), I’ve created experiences that merge tech and emotion. My approach to XR and interactive prototyping translates seamlessly into gaming platforms like Fortnite and Roblox, where narrative, mechanics, and world design come together.

  • Turning products into worlds.

    I’ve launched Samsung’s Try Galaxy in 60+ markets (45M+ downloads), repositioned Fortescue’s clean energy division with Rick & Morty IP, and led campaigns that deliver clarity, resonance, and measurable impact.

  • Stories that live everywhere.

    I architect ecosystems that scale across digital, social, experiential, and UGC platforms, designing modular story systems that could just as easily live inside a branded Roblox map as on TikTok, web, or IRL activations. It’s about building narratives that travel - wherever audiences play, scroll, or gather.

  • Rigor meets resonance.

    With roots in investigative journalism (NYT, Guardian, National Geographic), I bring human truth into emerging spaces. Whether it’s XR empathy machines or cultural storytelling for brands, I’m skilled at crafting interactive story arcs that feel authentic - critical in gaming worlds where players co-author the experience.

  • Turning bleeding-edge into usable.

    I integrate AI, generative design, and virtual production into creative workflows - cutting timelines, enabling personalization, and opening up new narrative possibilities.

  • Creative direction with clarity.

    I’ve scaled studios 500%+, led cross-functional teams of 20+, and pitched/produced multimillion-dollar campaigns. From mentoring at universities to presenting to C-suites, I build trust and deliver results.

Samsung - Try Galaxy

Led the pitch, concept, and global rollout of Try Galaxy - an interactive web app that recreated Samsung’s OS entirely in-browser to convert iPhone users. Directed cross-functional teams through design, localization, and deployment across 65 regions and languages, driving 45M+ downloads and making it one of Samsung’s most successful global campaigns. The project delivered a breakthrough user acquisition strategy, blending UX precision with storytelling at scale, and positioned Samsung as a category innovator in interactive brand experiences.

Game Change

A three-part interactive documentary-as-game built in collaboration with Microsoft. Used game mechanics as narrative devices, drawing in 500K+ viewers across web and social, and sparking cross-industry dialogue about the future of gaming. Recognized as a Webby Honoree and Voyager Award Winner for Innovation in Digital Storytelling.

Armani - virtual launch

Directed Armani’s Lip Power digital-first brand world - cinematic spots, kinetic motion graphics, and interactive design rolled into a launch that generated 10M+ social impressions and set a new benchmark for luxury product drops online.

What the

Green Hydrogen

Repositioned Fortescue’s clean energy division through a digital storytelling platform in collaboration with Rick & Morty. Campaign earned millions of impressions across social + press and helped translate the science of green hydrogen into cultural conversation, driving measurable uptick in brand recall and investor visibility.

Body of Mine

An empathy machine built in VR - full-body motion capture + metahuman interaction allowed users to literally step into another body. Debuted at SXSW, Venice Film Festival, and Games for Change, winning 3 major awards and drawing 50K+ festival and online participants, with international press from Wired, Variety, and The Guardian.

REACH - WebXR

Led vision and rollout of REACH, a browser-native 3D engine to democratize immersive storytelling. Directed cross-disciplinary teams, launched beta, and raised $250K in seed funding. Platform adoption grew to hundreds of creators, positioning it as the “WordPress of XR.”

1906 - AR documentary

Immersive documentary on the Atlanta Race Massacre, blending archival research and interactive AR storytelling. Launched at SXSW 2025, where it drew 10K+ live participants and media coverage across US and international outlets. Built in partnership with the National Center for Civil and Human Rights.

Give Kate a Voice

An interactive spoken-word video marking 125 years since New Zealand became the first self-governing nation to grant women the right to vote. In collaboration with one of the largest media companies in the country, we brought together an almost all-female filmmaking team and a chorus of modern wāhine toa (women leaders) to reimagine suffragist Kate Sheppard’s words for today. The project became a national cultural moment - generating 250K+ video plays in its first month, coverage across every major NZ media outlet, and sparking social conversation that trended on launch day. Honored as a Webby Award finalist and celebrated as one of the most innovative campaigns commemorating women’s suffrage worldwide.

Let’s build what’s next.


I’m always open to collaborating on projects that push boundaries - whether that’s immersive worlds, brand storytelling, or editorial innovation. Reach out and let’s start the conversation.