Combining a deep-rooted passion for music and fashion with formal design education, I joined Rockstar Games in 2000. As the lead animator on the groundbreaking GTA III and Grand Theft Auto: Vice City, I went beyond the animator’s role by scoring the 'Theme from Vice City' and designing the brand's iconic logo. My journey with Rockstar led me to New York, where I became the Art and Animation Director for most of the 2000s, overseeing all artistic elements of their games, including animation, storytelling, character styling, graphic design, music, and pioneering the use of performance capture, character scanning, and procedural animation.

Following my tenure at Rockstar, I provided freelance CGI and creative services to top companies in the NYC marketing and media industries. I then took on a creative executive position at Jagex, a Cambridge-based online games company, where I learned the intricacies of truly online games and honed my leadership skills during a period of company transition.

Since 2015, I have been working as an independent Creative Director, sought after by brands and production companies for my expertise at the intersection of games and advertising.

I have utilized VR, AR, and other immersive techniques to develop a range of cutting-edge experiences. These projects include the VR launch of Jaguar’s first electric car, interactive experiences like flying or sliding around London for The Shard, starring in personalized action movie trailers for Nissan, bringing the Smurfs to life in AR and creating digital doubles of the fighters Tyson Fury and Francis Ngannou.

My diverse background and innovative approach have allowed me to create compelling and immersive experiences that push the boundaries of traditional media.