Avant Arte: Creative Lead (role)
Avant Arte collaborates with some of the world's biggest artists, launching artworks and accompanying campaigns aimed at both conversion and positioning Avant as the go-to creative partner in art. My role as Creative Lead was a hybrid one centred on these aims, from ideating and executing out-of-the-box ideas for artists including Maurizio Cattelan and Ai Weiwei to leading paid and organic social strategies that helped Avant reach 3 million IG followers and played a pivotal part in artwork sell-outs.
Social Strategy
Upon my joining, Avant Arte was being left behind by competitors in both volume and engagement on social. I worked hands-on and in a leadership role to build better collaboration between content and social teams, concepting new formats, better curation and a more insights-based approach to edits. AA's social grew by 3x the amount of followers in 2025 as it did in 2024. Reels on the left have 1.6m, 2.6m and 3m, views respectively.
An arcade game for Jeff Koons
We needed a low budget but cut-through idea to launch Jeff Koons' Split-Rocker sculpture – one that would excite the artist, collaborating institution LACMA and a global audience while driving sign-ups. Inspired by Split-Rocker being based on retro toys and childhood nostalgia, I pitched the idea of an 8-bit, retro Koons game. More than 15,000 players played and signed up.
Interviewing blue-chip artists, directing documentaries
From Ai Weiwei and Jeff Koons to Lee Ufan, Cindy Sherman and Marina Abramovic, I've interviewed some of the world's biggest artists. Owning pre-production, on-set direction and delivery on documentary films.
