For more than twenty years I've helped businesses grow through creativity.

I've built creative departments from scratch, launched media brands, developed original IP, negotiated major partnerships, produced large-scale events, video series and vodcasts, led multidisciplinary teams and delivered countless campaigns across publishing, music, entertainment and culture.

I untangle commercial problems with strategic thinking. Understanding the objective, finding the strongest idea, assembling the right people and keeping momentum until the work is out in the world. Launching a FAST television channel, rebuilding a creative function, directing a music video or producing a national event, the goal is always the same: make great work that hits commercial objectives and is audience-first.

SONY MUSIC AUSTRALIA Senior Director, Creative Services

Brought in to establish Sony Music Australia's Creative Services division from the ground up. Built the team, systems and creative standards that now underpin campaign development, production and owned channels, while leading creative for artists including Guy Sebastian, Mansionair, MAY-A and Chanel Loren. Also led creative direction for Masterworks Live and the Formula 1 Exhibition Melbourne, working closely with Marketing, Publicity, Licensing and leadership to strengthen Sony's cultural impact.

PEDESTRIAN GROUP Executive Creative Director

Spent more than a decade helping build one of Australia's most influential creative businesses. Joined as the company's first Project Manager before building and leading a 20+ person, award winning multidisciplinary studio spanning a 10+ portfolio including PEDESTRIAN, VICE, Refinery29 Australia, Pedestrian Television and Openair Cinemas, fuelled by seemless commercial partnerships. Launched new brands, television products, original IP, live experiences and commercial offerings that created new audiences, new revenue and long-term business capability.

CREATIVE CONSULTING + LEADERSHIP

Not every business needs a full-time Creative Director. Sometimes they need someone to sharpen the strategy, build the commercial story, unlock partnerships or get a project moving. I've worked with organisations including Urban List, The Betoota Advocate, KK Press, AJUST, Online Marketing Gurus and more, helping develop creative strategy, commercial positioning, publishing products, operating models and original IP built for long-term growth.

  • "James has been a trusted collaborator across multiple chapters of our careers, from Splendour to SXSW and everything in between. He brings sharp thinking, steady but high energy delivery, and a genuine understanding of how to work with artists and partners. In our fast-moving industry, he's been a rare constant – and always a valuable one. Not to mention, the man has one GREAT sense of humour."

    CLAIRE COLLINS
    Head of Music – SXSW Sydney

  • "James was the driving force behind Pedestrian Group's end-to-end creativity. He unlocked revenue by turning ideas into scalable campaigns, evolved our go-to-market strategies, and constantly enabled growth of our portfolio. His relationships and industry knowledge gave us reach only he could make happen, again and again."

    MATT ROWLEY
    Advisor – General Strategic; Former CEO – Pedestrian Group

  • "With extensive pop culture knowledge, years of experience as a leader and a sense of fun that is as unique as it is infectious, James is the kind of player you want on your team."

    LUCINDA PRICE (FROOMES)
    Comedian, Host, Author

  • "James and I ran parallel paths as Future Classic and Pedestrian Group grew for 10+ years, knocking together various licensing and artist opportunities. He thinks big, keeps things simple and respects the balance of artist integrity and commercial realities."

    ED SHOLL
    Vice President, Recordings – Future Classic