The Portfolio
Natural
Intelligence
in an Artificial World
Two Decades | Global Brands | Real Craft
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A Note Before the Work
The Resurrection of the Creative Director
They said AI would kill the creative director. The copywriter. The art director. The people who spent decades learning how to make someone feel something with a headline, a frame, a pause.
They were wrong.
What AI actually killed was mediocrity. The middle layer. The templated campaigns, the safe choices, the work that could have been generated by anyone because it was never really created by someone. That work is gone. And nobody misses it.
When everything looks and sounds the same, the person who knows how to make it feel different becomes the most valuable person in the room.
The creative directors are smiling again. Because the world finally needs what they have always had: judgment, instinct, cultural intelligence, and the ability to build something a machine can reference but never originate.
Twenty years of that instinct goes into every project.
Your brand does not blend in. It lands harder.
Selected Work
Calgary Commercial
Raised in Calgary
The Brief
Built from the ground up
The Challenge
Calgary is crowded with legacy brokers claiming results. Standing out required more than a polished website.
The Insight
Calgarians are strong, resilient, and forward-thinking. A brand rooted in that heritage would feel authentic.
The Solution
Built Calgary Commercial Ventures end to end. Identity, positioning, SEO strategy, social, and website fully integrated into one growth engine.
42%
Inbound Inquiries
3x
Social Engagement
#1
Local Search Rank
Selected Work
Calma Sutra
From Idea to Funded Brand
The Brief
A quiet invitation to slow down
The Challenge
A first-time founder wanted to challenge energy drink culture with something nobody was offering: a calming, ritual-driven beverage inspired by Pink Kashmiri chai.
The Insight
The market was loud, hyper, and aggressive. There was an opening for a brand built on stillness, ritual, and quiet confidence rather than functional claims.
The Solution
Built the entire brand from zero. Name, visual identity, Mughal-inspired packaging, website, and Kickstarter campaign messaging. Every touchpoint built around one idea: pause.
#1
Kickstarter Food Category, Global
48h
To Reach #1 Ranking
$11K+
Early-Stage Capital Raised
Selected Work
DHL Missing Ease
International Campaign
The Brief
An insight that moved numbers
The Challenge
Small businesses were delaying imports because of red tape and bureaucracy. DHL needed a campaign that would convert hesitation into action across multiple international markets.
The Insight
When customers were asked what was holding them back, the same frustration kept surfacing: the ease is missing. That phrase, lifted directly from real conversations, became the entire campaign.
The Solution
Built Missing Ease as a multi-market platform that named the friction customers were already feeling and positioned DHL Import Express as the answer. Not a tagline exercise. A business insight turned into a creative platform.
+37%
Above Quarterly Projections
Award
DHL Efficacy Award Winner
Multi
International Market Rollout
Selected Work
Pipe17 Summit
Reach for the Stars
The Brief
Built to convert registrations
The Challenge
The ecommerce webinar calendar is relentless. Operators do not register for hype. They register for outcomes and people they trust.
The Insight
A summit only works when the audience recognises the lineup. Earned credibility beats clever packaging every time.
The Solution
Built the Ecommerce Operations Summit around Reach for the Stars. Filled the stage with operators from Amazon MCF, TikTok, Wyze, Aterian, Chubbies, West Marine, Flex, and Eat Virgin. Visual identity, landing pages, email sequences, and social campaign all built to convert registrations, not just impressions.
8
Brand Partners on Stage
High
Registration Velocity
3
Integrated Channels Active
Selected Work
Sfara Fleet Safety
Triggered Training. Behavior-Based Results.
The Brief
Powerful tech, plainly told
The Challenge
Fleet managers were drowning in telematics data but had no clear way to turn behavioral insights into safer operations. The technology was powerful. The story was not.
The Insight
SaaS buyers do not need more features explained to them. They need to see how the product changes their day, their team, and their numbers.
The Solution
Stripped the complexity down to its core and built an explainer video that showed fleet owners exactly how the platform works, why it matters, and what it delivers. No jargon. No feature dumps. Just a clear narrative connecting technology to real outcomes: safer drivers, lower costs, better ROI.
67%
Reduction in Incident Rates
SaaS
B2B Storytelling Platform
Video
Explainer + Campaign
Selected Work
World Bank Group
Cybersecurity Change Management
The Brief
A mandatory rollout, turned movement
The Challenge
The World Bank needed a rapid cybersecurity rollout across a global workforce. The problem was not the technology. It was the humans ignoring the emails. Traditional policy memos were going straight to trash. Compliance lagged. Risk stayed high.
The Insight
Behavior change does not happen through compliance reminders. It happens when the message earns attention before it asks for action. People remember culture, not policy.
The Solution
Threw out the corporate playbook and built a culture-first campaign that turned famous lines into cybersecurity hooks. Multilingual, multichannel, designed to be remembered, not just read. A mandatory rollout became something people actually talked about.
89%
Compliance Reached
3
Weeks to Beat Target
Multi
Languages and Channels
Selected Work
World Bank ITSAL
Better Meetings. Better Culture.
The Brief
Small defaults, big behavior
The Challenge
Staff feedback was blunt: too many meetings, too long, too little decided. Productivity was sliding. Morale with it. Leadership wanted a cultural reset, not another policy memo.
The Insight
Meetings fail without clarity, cadence, and consequence. No agenda, no owner, no decision. Behavior change requires designing the defaults, not lengthening the policy.
The Solution
Built Better Meetings as a multichannel rollout combining a 45-minute micro-course with a practical toolkit. Nudges through email and Slack. Booking prompts embedded directly into calendars. Small defaults that change behavior faster than long policies ever could.
36%
Fewer Meeting Hours in 6 Weeks
+71%
Agenda Adoption
2x
Decisions per Meeting
+21
Meeting Satisfaction Points
Selected Work
Nokia Land
A Government of the Students, by the Students, for the Students
The Brief
They did not engage with the brand. They governed it.
The Challenge
Nokia had a problem with 18 to 25 year olds. They were not even in the consideration set. The data was clear and the brand team knew awareness was not the issue. Relevance was.
The Insight
Young buyers wanted brands that mirrored their identity, not brands that talked at them. Ownership beats messaging. Participation beats advertising.
The Solution
Built Nokialand: a student-run government on social media where college creators became the legislative, executive, and judiciary of a fictional nation. They did not just engage with Nokia. They governed it. The campaign gave them ownership, identity, and a reason to care.
43%
Sales Growth, 18-25 Segment
#1
Most Engaging Nokia Campaign of the Year
The Writer
Because LinkedIn doesn't offer a course in backstabbing.
People think the advertising world is all about glamour, sex, and scandal. False. Sometimes it's about murder too. And who would know the behind-the-scenes drama better than a man who has spent half his life inside ad agencies.
Head Lion is a dark revenge thriller set inside the ruthless world of advertising, where ambition, betrayal, and power collide behind polished campaigns and boardroom smiles.
A second novel, Iron Sparrows, is currently represented by an agent. The third, The Mountains on the Hills, is in development.
Buy Now
Iron Sparrows
With agent
The Mountains on the Hills
In development
Case Histories
DHL
Nokia
World Bank
Tetley
Citibank
Unilever
Pipe17
Sfara
Calma Sutra
Calgary Commercial
Ciena Healthcare
United Bank Limited
Films
Stories that move people. Work that moves markets.
Two decades of film direction across three continents. Brand documentaries, product launches, behavior-change explainers, and cinema-grade commercial work for global FMCG and challenger brands.
View the FilmsReady When You Are
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