It's been a trip so far from the early years of the t'internet building sites for clubs and DJ's, through to helping big corporations sell jeans, cars, and even hearts. And onto a big chunk of time working with the film, gaming and latterly TV industry, (hello BBC!).

All the time I've been obsessing about how digital experiences and storytelling can be used to elevate advertising, marketing, and now employer branding - turning it into something an audience actually wants. In an age where lots of content/advertising is rejected or ignored there has to be a better way. Entertainment, authenticity, and experience design are innovations I think we can’t live without. I certainly can’t, can you?

3 things I love: the laughter of my family; the roar of Old Trafford; the sweat of CrossFit