Business-brained. Camera-trained.

Raised in London. Moved to Copenhagen in 2018.

I started in production, but increasingly found that the most valuable conversations happened before anyone picked up a camera.

What are we actually trying to achieve?

What does the customer need to see before they'll buy?

Where does the content live?

What should be premium, what can be simple, and what doesn't need producing at all?

My background combines a decade in creative production with an education in Industrial Economics and experience working inside both agencies and brands.

Today, I work with founders and marketing teams to connect those worlds: understanding the business problem first, then deciding what role content should play in solving it.

That can mean auditing an existing content ecosystem, mapping content against the customer journey, planning a launch, creating a production roadmap or actually producing the work.

The goal isn't more content.

It's making the right things for the right reasons.

Close-up portrait of a smiling young man with short wavy light brown hair, light beard, wearing a navy T-shirt, against a plain light background.
A person holding a clapperboard over a frying pan on a stove, with a handwritten recipe card tucked under the clapperboard, in a kitchen setting.
Man sitting on a white platform in a photography studio, laughing, wearing a brown cap, gray t-shirt, black pants, and black shoes, with a white backdrop and studio lights.
Photo of a photography studio setup with a white seamless backdrop, a laptop on a black metal cart, bottles of supplements or skincare, a water bottle, and various photography equipment including lights, a camera, and tripods.
Person with tattoos on arm holding a camera, wearing a gray t-shirt, a black cap, and a necklace, outdoors with hills and water in the background during daytime.
A person skateboarding down a narrow city street lined with multi-story buildings, during daytime with an overcast sky.
A young man adjusting a baseball cap on his head, with tattoos visible on his arm, against a plain background.
Professional camera setup on a portable dollie with a black case and a wireless audio recorder. Two people are standing nearby, one wearing sneakers with yellow accents, the other wearing black shoes with white accents. The scene is outdoors on a gra
Producer director hybrid role on Lurpak
A person operating a camera on a tripod, filming or taking a photo of a man in a blue shirt holding a glass on a wine glass. The scene is indoors with natural light coming through windows.
Close-up of professional video camera with monitor and accessories, surrounded by crew members on a film set.
Close-up of a professional camera mounted on a stabilizer, capturing footage of a person in the background using a monitor to view the shot.
A person wearing a black cap and white shirt working with equipment in an industrial or manufacturing setting, with metal structures and machinery around.
Person holding a professional video camera with a microphone attached, wearing a blue plaid shirt.
A stroller with a camera and a laptop on a patio, overlooking a garden with trees and a field in the background in the late afternoon sunlight.