I help brands and agencies make better decisions about creative production, balancing ambition, investment and practical delivery to achieve the best possible outcomes.

For me, successful production starts long before the cameras roll. It's about understanding what a project really needs to achieve, identifying where production can add the greatest value, and developing an approach that makes creative, commercial and practical sense.

That might mean challenging a brief, refining the creative approach, identifying efficiencies, protecting the elements that matter most, or finding new ways to deliver more value from the available budget. There's rarely a single right answer. Every project brings its own balance of cost, quality and time, and finding the right solution is what I enjoy most.

In 2017, I co-founded My Perfect Cousin with Adrian Weinbrecht. We're an award-winning independent production company specialising in integrated film and photography for brands and agencies. Our approach combines creative thinking, strategic planning and flexible production models, bringing the right expertise and resources to each project, whatever its scale.

Before founding My Perfect Cousin, I studied at Central Saint Martins and Bristol UWE, then built my career in media and telecommunications, working with clients including Vodafone, Telefónica and Sky. I subsequently became Managing Director of Invisible Artists, a globally networked content production company with studios in London, New York, Sydney and Singapore.

Today, I work with creative, PR, communications and marketing teams to develop and deliver content for brands including IHG, LEGO, Lenovo and JLR. Increasingly, my focus is on helping those teams make more informed production decisions, bringing production expertise into the creative process earlier, improving the relationship between ambition and investment, and building partnerships that deliver value beyond an individual project.

I believe the best production partnerships aren't simply about delivering what's been asked for. They're about understanding what's needed, asking better questions and working together to find the right approach.

Outside work, I live in London with my wife Alessandra and our two daughters, Audrey and Hetty. I'm passionate about photography, cycling and coffee, probably a little too much.