HIYA PAL
I grew up in Scotland, raised on a healthy mix of Celtic charm and straight-talking realism, thanks to my Scottish upbringing and Irish roots. That dual heritage has shaped everything from my sense of humour to the way I tell stories: emotionally honest, a little bit scrappy, and always with heart.
I started off at art school in Dundee, where I was far more interested in ideas than in neatly painted canvases. I quickly realised I was more excited by the conceptual side of creativity, the ‘why’ behind the work than anything else. That curiosity led me into advertising, where I discovered the magic of turning culture, insight, and a decent pun into something people actually want to share.
Now based in London, I work as an Associate Creative Director specialising in social. I’ve had the chance to lead campaigns for global brands that live and breathe online and I love it. Social moves fast, but I’ve always seen that as an advantage. It forces you to think smart, stay plugged in, and most importantly, listen. When you’re working in the thick of culture, relevance is everything. You can’t fake it.
But even more than the work, I care about the people I do it with. I’m a big believer in creating spaces where creative teams can take risks, be themselves, and actually enjoy the process. I think the best social ideas come from collective energy and mutual respect, not solo geniuses shouting the loudest.
To this day, I still bring that art school sense of scrappy inventiveness to the table. Whether I’m concepting a TikTok series, leading a brainstorm, or mentoring younger creatives, I’m in it for the craft, the culture, and the craic (IYKYK).