Associate Director of Creative Services | BODEN


What was your very first job? What does it feel like to look back at it now? 

 First full time job was as an apprentice hairstylist at Vidal Sassoon in Yorkville, Toronto in the (very) late 70’s. Creativity and excellence were the standard and I’ve taken that approach toward everything I’ve worked on since.

Please describe, in your own words, what your current job is and what work it entails. 

 I lead the amazing Shoot Production team at Boden, responsible for delivering Boden’s iconic imagery across all digital and print channels (including campaign and moving image), and spend more time in budget spreadsheets than I care to mention.

How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today? 

I’ve always joked that I’ve got 2 brains as when I was about to graduate from high school in Canada, I couldn’t decide whether to go into hairdressing  or study economics or business. The draw to satisfy the creative side of my brain won over and after completing my apprenticeship I eventually began working on photo shoots. Since then I’ve continually been drawn into areas I could use both sides of my brain (agent, producer) and became a committed facilitator of great creative output.

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

 I will always be jealous of others great work and great ideas and want to do better!

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be? 

 Shoot I produced for Concrete Design (Toronto) the client was a high end Canadian retailer. It was about 16 years ago and as a producer, it was one of those shoots which I remember as  illustrating the importance of Production having a creative point of view in order to facilitate the highest level of creative output. It was also a lot of fun.  


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