Twenty-plus years turning ideas into campaigns, campaigns into businesses, and businesses into AI products. The medium keeps changing. The instinct never has.
Before the global brands and the boardrooms, there was a university student who couldn't stop building. Spot the gap, make the thing, ship it. The pattern was set early — and it never switched off.
Asset — Mabuya event photoWhat started as producing every event at our own university became a business: making other universities' events better, and connecting brands to the student audience. Parties across São Paulo, Olympic games in the countryside, events for DJs and musicians.
Asset — BBB 11 Feed screensAn app development agency that spotted a cultural moment: Big Brother Brasil had no app. So we built the first one — BBB 11 Feed. Then App Artment, a flat-hunting organiser born from my own house hunt, plus apps for musicians.
Asset — Master Network talk / event photoAn invitation-only networking group for young marketing professionals. Talks and events built to help them learn, connect and support each other through the early career.
The kid who built apps for reality TV grew up — and walked into the biggest brands in the world.
Crossing markets and cultures into the global machine — ATL, digital and service design for some of the world's biggest brands. Each tile opens a deeper page of work.
Asset — Moving Forward key visualGlobal account leadership — £30M+ portfolio grown 30%, with consistent Brand Trust growth.
Asset — #BossIt TikTok montageRedefining the B2B narrative — celebrating the entrepreneurial spirit of business owners taking charge.
Asset — Listerine campaign stillsSometimes people don't think about what your mouth goes through.
Asset — My Rhythm service screensDigital service design beyond the pack.
Asset — Munich Night Surfers 360When the product is what you shoot with, not what you show, you push it to its limits.
Asset — Make Sure All Is Calm stillsFor autistic people, the Christmas season might not be as festive as it is for most.
Asset — Costa global campaignCreatively refreshing the nation's favourite coffee shop — as Global Coffee Category Lead for Coca-Cola's coffee play.
Then the campaigns stopped being enough. He started building the machines that make them.
Not just campaigns — studios, teams and operating models, built from scratch inside and outside legacy agency structures.
Asset — JWT studio / teamJWT's first social and content studio, co-founded from zero.
Asset — AI Core Team / WPP OpenConceived, launched and led cross-functional AI adoption across the business — deploying WPP Open company-wide.
Asset — DOJO UK positioningLaunching the UK arm of a creative ecosystem that turns social behaviours into strategic communications. A modern operating model over a legacy structure.
And when AI arrived, he didn't write strategy decks about it. He shipped products.
Operationalising AI, not theorising about it. Three live ventures, each one a working product with strategy at its core.
Asset — SSC / Fat Tony UIA strategy-first marketing operating system for the founder economy. Masterclass, SSC Score, community — and Fat Tony, an AI strategist grounded in each member's own Blueprint, not generic prompts.
Asset — Panama Red product UIAI-powered brand strategy products: Brand Strategy Sprint, Pitch Sprint, and Culture Connectors — mapping where brands can connect with culture and grow.
Asset — LessFaff.ukDone-for-you automation for UK high-street businesses — barbers, nail salons, takeaways. Big-agency thinking, high-street prices.
But here's the tell that it was never about the money. He builds even when nobody's paying.
Personal utilities and fun things, built because the itch demanded it. Family chaos, poker nights, football tournaments, vinyl nostalgia — all valid product briefs.
Full tournament management, wired into the house. The lights dim when the blinds go up, the room announces eliminations — and when the game ends, a narrated story of the evening is shared with the group. Hooked up via Make.com, Gemini and ElevenLabs.
Project page ↗A game with the provocation baked into the URL — humansareinferior.com — complete with a fully automated X account that publishes the propaganda all by itself.
Project page ↗The vinyl experience, rebuilt by hand. Printed album-cover tiles with NFC chips behind them turn Spotify back into an analog, tactile decision: pull an album off the wall, listen end to end — as the artist intended.
Project page ↗An entire life's worth of knowledge, organised in Notion — then made AI-powered and agentic, so it works back.
Project page ↗Everything you need to follow the tournament, in one place.
Project page ↗School comms arrive as chaos. This turns them into a calendar a parent can actually use.
Project page ↗Saved a recipe reel on Instagram, never to be seen again? Recipefy grabs the video, scrapes the recipe out of it, and lands it in an app built for two: my wife and me.
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