I’m a social-first creative director and social strategist. 

Those are usually two jobs that I do as one. 

One is strategic, logical, analytical. 

The other asks you to take all of that and make a creative leap none of it could have predicted. 

For me, social-first work means starting with how people behave online. 

It’s the anthropology behind the scroll. 

You have to be chronically observant and completely disgusted by your own screen time. 

Understanding why people participate, what makes something spread, the strange little behaviours that emerge on different platforms, and how they all fit into the wider social ecosystem. 

Social-first is about having a channel-agnostic idea and executing it in a very non-channel agnostic way. 

Preferably with a relatable human insight as your hook. 

That way the brand finds an ownable place in culture. Which almost never happens with passive advertising or a TVC cutdown. 

And it's the most rewarding work there is, because the harshest and most important jury in the world is probably waiting at the bus stop, not under golden palms. 

My work has made people talk. Nationally and internationally:
BBC News, Channel 4 News, Dazed & Confused, The Independent, The Guardian, The Telegraph, The Evening Standard, Mail Online, Metro, ABC, Refinery29, Huffington Post, Stylist, Al Jazeera, The Big Issue, Creative Review, Adweek, Adland, The Drum, Campaign - and even UK Parliament.