about
The judgement behind the work.
I’m a Senior Creative Copywriter & Concept Developer with more than 25 years of experience turning complex business challenges into clear creative directions, compelling brand stories, campaign concepts and copy.
My work connects strategic thinking with hands-on creativity - from challenging the brief and finding the central idea to developing the concept and writing the words that bring it to life.
Today, AI is an integral part of that practice, expanding how I research, develop and challenge ideas while keeping creative judgement and responsibility at the centre.
I don't use AI to produce more. I use it to widen the field , then decide, with judgement, what's actually worth building on.
I’ve spent my career finding clarity inside complexity.
I’m drawn to briefs where the answer isn’t obvious - where the challenge is to find the tension, sharpen the direction and turn complexity into an idea that can carry the work.
I work across strategy, concept development and copywriting, staying close to the creative execution rather than stopping at the recommendation.
AI has become another part of that process. I design workflows where different models contribute to research, exploration, critical challenge and creative development - with clear roles, criteria and boundaries.
AI has changed how I work. It hasn’t changed what I’m responsible for.
philosophy
How I think.
Find the tension before the line
The strongest creative work rarely starts with wording. It starts by finding the real problem, the underlying tension and the idea strong enough to organise the work around it.
Direction before execution
A strong idea needs a clear choice behind it. I’d rather narrow the field early than polish five directions that should never have survived.
Challenge the idea before it sets
Good ideas should survive resistance before they become expensive. I use critique, counterarguments and AI to expose weak assumptions, test the premise and sharpen the direction early.