Most people believe creativity is about chaos. They think it requires mess, waiting for inspiration, and breaking things.
I believe creativity is about precision.
In a world drowning in noise, the most creative act isn't adding more clutter, it’s finding the signal.
It’s the ability to strip away the non-essential until only the truth remains.
It’s not luck.
It’s discipline.
My Background
Before I founded Switchfire, I spent a decade operating in Military Intelligence and Cybersecurity.
It required analysing vast amounts of data, understanding human behaviour, and predicting outcomes with zero margin for error. I learned that the most effective messages are not the loudest; they are the most accurate.
I left that career with an observation: The business world is bad at communication.
Brands were spending millions to say nothing. Companies were obsessed with "content" but ignored context. I realised that if I applied the rigour of intelligence work to the art of filmmaking, I could build something dangerous.
My Work
Today, I am the Founder & Creative Director of Switchfire.
We don't just “make content”. We engineer narratives for brands that need to dominate their category. My role is simple: I bridge the gap between the Boardroom (Strategy) and the Edit Suite (Execution).
I help CEOs and CMOs translate complex business objectives into creative assets that actually move the needle.
My Philosophy
I operate on three principles:
No Ego: The work is the boss. If an idea doesn't serve the objective, it dies.
High Frequency: Consistency beats intensity. We show up, we execute, we ship.
Radical Clarity: If you confuse them, you lose them.
The Rest
I live in Edinburgh, Scotland. I am a husband and a father. I believe in good coffee, sharp knives, and honest work.