Hello, I’m Karl.

Most of the time, I go by Creative Director, Conceptual Creative, or Art Director. But who likes labels these days? I enjoy filling blank pages, pixels, and spaces, taking a brief from concept to craft to life, while enjoying all the usual stuff in between.

I’ve helped build start-up brands, rebuilt behemoths, and made financial institutions feel more human. Gaming, TV, health, zombie comics, luxury travel, toys, retail, luxury, extreme sports, nutrition, bubble tea, mental health - in the US, the UK and extensively across the Gulf - I’ve worked on the lot. I even co-created the worst-rated Nintendo game of all time(I can’t take all the blame).

I work with photographers, film crews and writers, and I’m happy leading teams, studios, or going solo.Lately, I’ve been creating purpose-led work with the brilliant crew at BBD Perfect Storm, for brands like PepsiCo, Qatar, Etihad, Hilton, Smith+Nephew, CMC Markets, Gong cha, Knight Frank, Saudia Airways and Majid Al Futtaim.

I’m writing a satirical novel about advertising; I've won a few awards, and I’m not too bad with clients.

Feeding My Conscience

With BBD Perfect Storm, I help to mentor young creatives from a variety of backgrounds through the charity Making The Leap, often shadowing me in the office, or travelling to schools and colleges to give mock interviews. I also help out on a few projects for a few charities including pro-bono design work for the PENHA Network, a charity empowering pastoral communities in Africa to play a full role in their own development. I’m also a (very occasional) chef for the Margins Winter Homeless Shelter.

What I’m Most Proud of

Thankfully, the work I’m most proud of is also the latest – my involvement with the New Macho division at BBD Perfect Storm. Using big brand thinking to tackle the root causes of toxic masculinity, gender violence and suicide the world over. This has led to real change with Pepsico in Mexicoas they begin their much-needed journey to reframe modern masculinity and Unseenthe modern slavery charity, helping to educate refugees landing on new shores.

Yes, yes, I know it sounds cheesy, but also raising our two happy, young children with my wife has been the most challenging and rewarding project of my life. And there’s still a way to go...