At my core, I’m an art director who understands the whole system.

I specialise in:

• defining visual worlds and creative direction

• shaping the look, feel, and emotional tone of brands and projects

• translating insight, strategy, or editorial thinking into clear, human, visually coherent outcomes

Much of my career has been self-initiated, which means I don’t wait for briefs — I build the conditions for ideas to exist. I’m comfortable working from sketchbook and moodboard through to pitch, production, and final delivery, but I’m now most interested in focusing my energy on art direction and creative leadership, rather than doing everything alone.

Because I’ve worked end-to-end for so long, I:

• collaborate fluently across disciplines

• understand how decisions ripple through a project

• bring clarity and momentum where things feel undefined

I care deeply about craft — light, framing, composition, pacing, material choices — because those details are where meaning lives.

Creativity has been the constant throughout my life.

I grew up drawing, painting, and building. In my teens, that became street culture, street art, skateboarding, music, and DIY creativity. At 18, I founded SHHHH, a street-art-rooted platform that hosted exhibitions, club nights, and events, giving emerging creatives a place to be seen. Even then, I was effectively working as an art director and curator — defining visual language, shaping environments, and orchestrating experiences.

SHHHH evolved into design-led city guides, where I acted as Creative Director and Art Director, overseeing photography, layout, typography, materials, production, and distribution. These projects taught me how to sustain a visual world over time and translate place into narrative.

I later co-founded Artel, a concept café and store focused on curation, brand experience, and future-facing products. My role centred on concept, brand identity, and spatial feel.

After lockdown, this work evolved into Compendia, a travel and lifestyle platform creating carefully curated guides, films, and editorial storytelling — and Co-Studio, my creative studio. Through these, I’ve collaborated with brands including Aesop, Fujifilm, Bellroy, The Hoxton, 25hours Hotel, Inhabit Hotels, Naturalmat, Closca, and tourism boards across Europe.

Alongside commercial work, I run Samu Studio, my art and wellness practice. Projects such as Here Comes the Sun explore experiential design, materiality, light, sound, and atmosphere — essentially art direction expressed spatially.

I think laterally and visually. I connect dots across culture, design, travel, wellness, technology, and human behaviour. I tend to see patterns early and feel compelled to bring them into form.

I’m tech-literate and curious about new tools (including AI), but I place equal value on analogue processes, physical experiences, and real human connection. I care about environmental impact and using creativity to move things — even slightly — in better directions.

I’m calm, optimistic, and comfortable with responsibility. Years of working with limited resources trained me to focus less on what could go wrong and more on what needs to go right.

Depending on the context, I can operate as:

• Creative Director — setting vision, narrative, and creative strategy

• Art Director — defining visual language, craft, and execution

• Senior / Lead Creative — shaping and elevating work within a team

• Photographer & Filmmaker — directing and producing visual content

• Embedded Creative Lead — helping build or evolve platforms from the inside

I’m comfortable working with agencies, in-house teams, startups, cultural organisations, and editorial platforms.

I’m open to:

• high-value freelance work

• retained / fractional roles (2–3 days per week)

• part-time or full-time positions

I’m based between London and Norwich and open to relocation for the right role.

I’m a creative who builds.

A director who understands craft.

And someone ready to bring a decade of self-initiated experience into a collaborative team environment.

This site is my body of work so far — and a place to explore what comes next.

If you’d like to work together, I’d love to talk.