Brand and
experiential.
End to end.
Identity, paid social, motion and film. Trade show, retail and immersive builds. Two disciplines, directed from first concept through to production — not picked up halfway and handed on.
CES · National Restaurant Association Show · global conference programme
Most directors pick a side. The work is better when you don’t.
A campaign that never leaves the feed is half an idea. A stand that photographs beautifully and says nothing is the other half. The same line reads as a soundwave or a building elevation — which is the whole point.
Brand campaigns
Identity systems, performance campaigns across LinkedIn and Meta, motion content and global marketing collateral. Work judged on whether it moves a number, not whether it wins a poll.
End-to-end
I run the campaign and the build from one place, so the promise a brand makes on screen is the one it keeps in the room. Identity systems, performance campaigns and motion on one side; trade show environments, retail concepts and brand experience centres on the other.
Architecture
My M.Arch from SCI-Arc and years in practice in Germany give me something most brand directors lack: I read a space before I design in it. Sightlines, circulation, visual hierarchy — what a person feels at the threshold before they have read a word.
Embedded
Independent director, embedded with your team from strategy through to build. Across the creative brief, the suppliers, the drawings and the install — which is what stops the idea degrading between the deck and the floor.
Creative Director
Leading brand and experiential work — most recently spanning CES, the National Restaurant Association Show, and major technology, automotive and hospitality conferences. Independent, and open to what’s next.
Europe
Independent creative practice across Europe, including agency work for the German automotive world — Mercedes-Benz, Audi — on experiential and event campaigns. Different market, different design culture: that’s where the range comes from.
AI-native
AI runs through the practice end to end — concepting, motion, even production code move through agentic workflows as a matter of course. The direction stays human; everything downstream moves faster because of it.
Insurance is invisible.
The world it insures is not.
Every carrier in this market hosts the same event. Hotel ballrooms. Golf days where the relationship is meant to happen somewhere between the third hole and the bar tab. The format is so standardised it has stopped carrying any signal at all.
Shepherd insures data centres rising out of desert floor, solar farms, sites where billions are being assembled to power the AI build-out. None of that survives the journey into a ballroom. REVEAL puts the guest inside it — an evening built as a sequence of rooms, each one a distinct emotional state.
Named from architecture: a reveal is the shadow gap between wall and frame, the detail you never notice doing the work. For a carrier whose product is invisible until the day it matters, that is the entire argument in one word.
You arrive as a professional. You leave as someone who had an experience.
See the full project →Systems, not one-offs.
Self-initiated pieces built to show how the brand side actually works — the rules, the safe areas, the things a team can run without me in the room.
View all six, full detail →Over twenty years making complex technology land. Most of it for companies whose product is genuinely hard to explain — which is the interesting problem, and the reason the two disciplines belong together.
A campaign teaches an audience what to expect. The environment is where they find out whether it was true. When the same person directs both, the promise and the proof match. When they don’t, you get a beautiful stand under a tagline nobody recognises.
I work across Europe, the US and Asia, from first concept through production and build.
Every design decision earns its place by strengthening brand position or driving growth. If it can’t do either, it’s decoration.
How I brief myself
Three ways in.
One launch, one campaign, one build.
Scoped, fixed and delivered. Six to sixteen weeks, depending on whether there’s fabrication in it.
Acting creative director inside your team.
Three months and up. For when there’s more work than the team can hold, or no senior creative in the building.
Direction and review on work you’re already making.
Ongoing, light touch. Your team or your agency does the making. I hold the standard.
Tell me what
you’re launching.
Send the brief, or just the problem. I’ll come back inside two working days with a point of view and a rough shape. No deck, no pitch theatre.
Send me a brief →