I’m an integrated art director and product manager currently based in Melbourne, Australia.

Most people in product or strategy come at a problem and ask: what needs to be built? I tend to ask something different first: what's the real story here, and is anyone actually telling it well?

That question has followed me through law, advertising, and a decade of product and platform work.

Law taught me how to recognise subtext and motivations; Advertising taught me how to craft narratives and the impact of good design; product taught me how to iterate and continually improve.

These days I’m also keeping busy as an artist. Check out my page GIRO STUDIOS to see what I’ve been making!

Once upon a time I was a lawyer, specialising in criminal defence. It was fun, super fascinating, and important work; but it wasn’t making me feel good or feel good about myself.

At university I studied law and also creative arts, majoring in visual media. This is where my heart lives. This is where I feel the most myself. This is where I wanted to work… so I left law and pursued a life as an art director.

I’ve worked in ads, and have created campaigns for some of Australia’s biggest brands. I’ve won a few awards too.

More recently I’ve been working across a number of start-ups, and freelance projects, with my responsibilities expanding to include product management, business strategy, as well as partnerships.

I love narratives and understanding motivations. I love the challenges of successful and impactful communication. I love how art and design impact the world we live in.

I love ideas.

Sometimes it’s important to stop and take note of the random things we do. I have:

trained and worked as a medic on the Israeli ambulance service

taught English in Arab communities in northern Israel

as a defence lawyer I worked on the ‘tomato tins’ case; the world’s largest import of ecstasy tablets (5.5 tons)

jumped out of a plane with my family

visited 44 countries across 6 continents (so far)

hiked from the dead sea to the mediterranean sea in 2 days

attended many festivals at home and around the world, from confest to burning man to sonar to jazz fest

won my school’s speechwriting competition in year 9 with a nonsensical speech about famous speeches that make no sense

conducted a bloody mary tour of USA, sampling the drink wherever and whenever possible (the best was a new orleans street market BM at $6 with all the trimmings!)