I’m drawn to the space between account management and art direction, where creative ambition meets practical delivery. I enjoy refining ideas, solving problems, and bringing people together around a shared vision. Less interested in chasing hundreds of ideas, I’m more interested in making the right ones work—helping shape visually striking campaigns that resonate culturally and create meaningfull connections between brands and their audiences.
In 2026, HFSS regulations came fully into force across the UK, introducing new restrictions on the placement and promotion of foods high in fat, salt and sugar. As governments respond to rising rates of obesity and diet-related illness, sugar is becoming an increasing target of regulation, reformulation, and behavioural intervention, reshaping a $42 billion industry.
This project explores how society’s relationship with sugar might evolve in response to these restrictions. Drawing on the historical regulation of tobacco, it presents three speculative futures that imagine new systems emerging around sweetness.
2068 – Contraband Candy
A nightclub within a black-market sugar economy, distributing illicit sugar bags containing trace amounts of nostalgic confectionery brands.2084 – Interlock
A subscription service that archives the molecular flavour profile of a wedding cake, allowing it to be revisited years later.2112 – Glucavax
An NHS-funded vaccine designed to regulate sugar cravings before behavioural dependency emerges.Together, these futures question how far society may go to control consumption and reshape human behaviour.
Created in collaboration with internationally renowned advertising agency M&C Saatchi, and further developed with a range of industry partners, the BA Creative Advertising and Art Direction programme has a strong employment, inclusivity, sustainability and, crucially, creative focus. Students have spent time within agencies working with practitioners and practitioner academics here in the design and film studios. They could specialise in art direction, copywriting, moving image, experiential, digital content and a variety of other visual and written branded communications. There was a lot to learn but they had fun.
