A story is already there before I arrive. It lives in the place, the product, the people and the work behind it. It’s in the land a property sits on, the technology a founder has spent years building, or the energy of a room filled for one day each year. My job is to find that story and frame it in a way that makes someone feel something and trust what they see.

My approach is rooted more in documentary than traditional directing. I’d rather find something real and capture it beautifully than manufacture a moment that looks good but says very little. That same instinct shapes the brand films I admire most: restrained, considered and confident enough to let the story speak for itself.

From planning and shooting to editing, colour and final delivery, I keep the whole process under one roof, with one person seeing the project through from beginning to end.