My Work

I lead creative direction and content strategy for James Demetriades' personal brand across YouTube, Instagram, and LinkedIn, where he shares his work in e-commerce and business as an entrepreneur and consultant.

A personal brand is different from a company brand in one important way: the image, the voice, and the man are the same thing. There's no separating the two, which means every piece of content has to hold up under a different kind of scrutiny.

That shapes how I work. Styling decisions become brand decisions. A script is always audited for whether it actually sounds like him and whether the positioning underneath it is sound and whether each piece of content and copy aligns with his future plans for himself. A short-form edit isn't just cut for pace, it's cut for what earns a high-quality lead and opens him up to his desired opportunities rather than a passive view.

I don't take it lightly that someone would hand over decisions this personal, styling, tone, how their ideas get structured on screen, to another person. It's a level of trust I try to earn every time, and getting it right means his presence online feels exactly like the man his clients meet in person.

I led the complete brand build for ZAROS, a premium men's leather goods company founded by James Demetriades for high-achieving men who already operate at a high standard.

When we started, there was nothing beyond the founder's vision. No positioning, no product, no visual identity, no name to build toward. We were laying the foundation together, not refining something that already existed.

I'm grateful to have been trusted with something this foundational, and grateful for the collaborators who helped bring it into the world alongside me, the techpack and 3D designers, manufacturers, and James himself, whose vision the brand ultimately serves.

I lead the creative direction and content strategy for Valtora Aviation, a private jet charter, sales, and aircraft management company operating in a market where trust and presentation decide whether a client enquires at all.

When I came on, I could see the gap immediately. The service was exceptional, but the content wasn't saying so. Aircraft images with no context, inconsistent editing, nothing tying the brand together visually. For a company selling privacy, time, and control at the highest level, the digital presence was working against the offer rather than for it.

I wrote a full creative and advertising strategy, we closed it, and I was fortunate enough to deliver the work on-site over a series of trips to their hangar and offices. I'm grateful they trusted me with something this close to their business, and grateful for the chance to work directly inside an operation rather than advise from a distance.

What I'm proudest of is that the presentation finally carries the same weight as the service behind it, and I got to build that with my own hands rather than just prescribing it on paper.

I directed content and photography for Undeniable London, James Demetriades' men's jewellery brand, working with them on select shoots rather than as a full-time member of the team.

Coming into an established brand meant a different kind of contribution. Not building from zero, but sharpening what already existed and pushing the visual language further.

I'm honoured by the trust to shape the brand's image in these focused bursts, and for the chance to work alongside talented photographers and models who brought the shoots to life with me.

What I valued most about this project was the discipline it took to work within an existing identity. Every shoot had to feel unmistakably Undeniable while still pushing the brand somewhere new.