My Story:
The Birth of ArtProd

ArtProd was born from a deep passion for art and production—a belief that truly exceptional content comes from understanding every step of the creative process. With over 20 years in the industry, I’ve had the privilege of working across brands, agencies, and production houses, gaining a 360-degree perspective on how to bring ideas to life.

As the daughter of a furniture designer and a fashion designer, creativity runs in my veins. My passion for photography and film led me to art school, and with my natural flair for planning and organisation, it was no surprise that my passion for art buying and production followed. I approach every project with an artist’s eye, carefully crafting each team and ensuring that every collaborator shares the same vision and goal.

My first real production memory came while working on a campaign for Dove Shower Gel. I spent days scouring Camden and Chelsea, searching for the perfect “real” face for the brand’s ‘Real Women’ campaign. That experience ignited my love for creative production, teaching me the power of authenticity in advertising and the importance of truly connecting with the audience.

From there, I became head of production for a photographer’s agency, launching new artist divisions, helping them find their creative voice, and managing their careers as commercial artists. I went on to produce content for London’s top ad agencies and lifestyle brands, then worked with a celebrity photographer, producing shoots for the music, editorial, and broadcasting industries, shooting legends like Tom Jones, Liam Gallagher, Guy Garvey, Scissor Sisters and more. After a 10-year stint in my hometown of London, I decided to trade the big smoke for the laid-back charm of Amsterdam.

It was during my work with SidLee for Adidas and global fashion brands like G-Star and Tommy Hilfiger that ArtProd’s true ethos emerged. The digital explosion created an insatiable demand for content across all channels, and with the growing importance of VIP collaborations, creative production became essential. From stills and videos to interviews, activations, and artist partnerships, I began blending creative vision with commercial strategy. It was all about creating immersive, impactful narratives that resonated with audiences. This period taught me how to balance creativity with strategy, and I built a global network of connections that continues to fuel every project.

In recent years, I established an internal creative agency at Superdry, capable of delivering 100% of top, mid, and lower-tier content for all channels. My passion for the creative process drives me to help brands build and scale in-house teams—starting with hiring the right talent and establishing efficient workflows. The goal is to create a thriving, positive creative environment where teams are self-sufficient and confident, fully equipped to meet brand content needs across ATL, PR, wholesale, retail, events, e-commerce, and social media

Over the years, I've worked with some of the biggest names in fashion, sports and broadcasting. I've seen the tight budgets, growing demands, and constant need to innovate. With experience spanning brands, agencies, and production, I've honed the ability to create tailored, efficient solutions that deliver every time.