Creative Direction - BAPS

For a decade, I led creative direction across narrative, experiential and editorial for one of the world's largest global cultural organisations, reaching 500,000+ people. I built a coherent experience system that unified live events, film, digital and editorial platforms around a single organising spine - translating philosophy and values into clear, human-centred experiences. Across 200+ narratives, flagship productions for 1,000+ attendees and a 100-issue global publication, I directed a 20+ multidisciplinary creative team. I established creative playbooks, narrative frameworks and quality systems that enabled consistent, scalable storytelling across formats, channels and teams - ensuring the entire ecosystem moved with one voice and one intent.