Art Direction
Client
Many
Year
2018 - Current
Summary
An internationally recognised practice shaping image, casting, and narrative. Rooted in Aotearoa, the work centres identity and whakapapa — producing visuals that define moments, shift perspective, and move across global platforms with clarity and intent.
I work as an art director across editorial, fashion, and publishing — shaping how a project looks, feels, and holds together from first idea through to final publication.
The focus is not just image-making, but direction. Building a clear visual and narrative system that carries across casting, styling, location, and sequencing so the work reads as a whole. Each decision is intentional, contributing to a body of work rather than a single frame.
My projects have been published and presented across platforms including Vogue, Current Obsession, and Aotearoa titles such as VIVA, Bad Apple, and Strange Goods. Across each context, the approach remains consistent: place Aotearoa talent within global conversations while retaining the specificity of where the work comes from.
I work as an art director across editorial, fashion, and publishing — shaping how a project looks, feels, and holds together from first idea through to final publication.
The focus is not just image-making, but direction. Building a clear visual and narrative system that carries across casting, styling, location, and sequencing so the work reads as a whole. Each decision is intentional, contributing to a body of work rather than a single frame.
My projects have been published and presented across platforms including Vogue, Current Obsession, and Aotearoa titles such as VIVA, Bad Apple, and Strange Goods. Across each context, the approach remains consistent: place Aotearoa talent within global conversations while retaining the specificity of where the work comes from.
The process begins with research — understanding the cultural, spatial, and human context of the work. From there, I develop a visual language that can be carried across all elements of the shoot. This includes casting and talent direction, working closely with people to ensure what is captured reflects both the intent of the work and their own identity.
On set, my role is to hold the direction. Creating clarity so every person understands what we are making and how they contribute to it. This allows for precision without losing responsiveness — a space where people can show up fully and the work can evolve in real time.
Alongside commissioned projects, I bring a strong emphasis on cultural direction. Ensuring each work is grounded in the right frameworks, particularly across kaupapa Māori, place-based storytelling, and identity-led narratives.
At its core, this is a practice of art direction as authorship — shaping not just how something looks, but how it is understood, remembered, and positioned within a wider cultural context.
The process begins with research — understanding the cultural, spatial, and human context of the work. From there, I develop a visual language that can be carried across all elements of the shoot. This includes casting and talent direction, working closely with people to ensure what is captured reflects both the intent of the work and their own identity.
On set, my role is to hold the direction. Creating clarity so every person understands what we are making and how they contribute to it. This allows for precision without losing responsiveness — a space where people can show up fully and the work can evolve in real time.
Alongside commissioned projects, I bring a strong emphasis on cultural direction. Ensuring each work is grounded in the right frameworks, particularly across kaupapa Māori, place-based storytelling, and identity-led narratives.
At its core, this is a practice of art direction as authorship — shaping not just how something looks, but how it is understood, remembered, and positioned within a wider cultural context.
At its core, this practice is about amplification — carrying Aotearoa voices outward, beyond the page, while contributing to the wider cultural conversation in a way that is distinct and enduring. I’m drawn to work that doesn’t resolve too easily, where beauty and discomfort sit together, and refinement is used to sharpen, not soften, the challenge.
At its core, this practice is about amplification — carrying Aotearoa voices outward, beyond the page, while contributing to the wider cultural conversation in a way that is distinct and enduring. I’m drawn to work that doesn’t resolve too easily, where beauty and discomfort sit together, and refinement is used to sharpen, not soften, the challenge.
Next Projects
