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Every campaign starts the way a good story does: with a journalist’s instinct to look deeper.

 

I explore the corners of culture — niche fandoms, passionate online communities, and the obsessions brands have yet to tap into.

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Working with culture-shaping brands to build imaginative worlds.

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I turn cultural insights into creative possibilities, collaborating with art directors, designers, creative directors, and producers at Tokyo-born creative agency monopo london to bring concepts to life.

 

Every story starts somewhere real. The trick is turning it into something people remember.​​​​​​​​​

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SELECTED WORK

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ESPRESSO BROWN

A film for Yonex's best-selling racquet.

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THE STORY OF AN SE-YOUNG

A film about the world's no.1 badminton player.

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CREATIVE STRATEGY · CULTURAL INSIGHT · NARRATIVE DESIGN · CONCEPT DEVELOPMENT · WORLDBUILDING · COPYWRITING · SCRIPTWRITING

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