Proactive Work

While other kids were out playing rugby, I was busy designing Avril Lavigne’s next album poster on Microsoft Paint. Even though my creative path seems obvious now, my 4-year Economics degree would beg to differ. I’ve lived a few different lives to get to where I am today, I’ve mapped them out below.

This Way Up

I set up ‘This Way Up’ because I wanted to create a brand that was, well, cool. It ultimately led me down a crazy journey releasing limited edition hats with zippy colloquial sayings on them. The initial launch sold out 200 pieces in under 24 hours off the back of an engaging social campaign.

I think this was the first time I realised I could get paid for throwing a few funny sentences together and tying it up in a bow.

Year
2018-2019

Bunker

44% of the world thinks we’re in the end times and the news isn't doing much to argue. When things go south, we seek control and comfort. So whether it’s a nuclear disaster (or it just feels like one) put on a mask and get to the bunker.

My latest project is Bunker, an ultra-hydrating collagen mask for the end of days. It’s built on the belief that we deserve a brand that is actually honest about our reality. Bunker is nihilistic, sarcastic, and undeniably capitalist. If it’s all going down, you might as well have great skin while it happens, and I’ll make a dollar for it.

Year
2026