Branded Content

I approach branded content as a form of storytelling rather than advertising. The most effective brand work, in my experience, earns attention by entertaining, informing or surprising an audience — allowing the brand to build credibility and affinity without relying on direct sales messaging.

Across this work, I’ve operated primarily as an editor, with selected projects also directed by me. In both roles, I work closely with agencies, directors and brand teams to shape material that aligns with brand strategy while remaining culturally aware, engaging and platform-appropriate.

As a director, I’ve worked with brands including Rolls-Royce, Maille Mustard, Greenpeace and Curvy Kate. This included creating upbeat, confidence-led fashion content and launching *Star in a Bra* — a campaign that invited customers to become models for the brand. The focus was on representation and empowerment, helping the brand connect with its audience in an authentic and inclusive way.

As an editor, I worked on Shell’s *Everyday Experts* series, directed by Paul Berczeller, using humour and character to translate complex technical processes into accessible, shareable content.

I’ve also edited action-led branded films for the British Army, where tone, clarity and pacing were critical to maintaining credibility and trust.

In addition, I edited branded content for Sony, including a collaboration with DGG and professional skateboarder Neen Williams, bringing cultural awareness and editorial precision to work aimed at highly engaged niche audiences.

Across all branded projects, my focus is on shaping content that audiences choose to engage with — ensuring brands are represented with clarity, consistency and intent. The goal is work that performs because it resonates, not because it interrupts.