Interactive, immersive, experimental — where code meets creative direction.

Most of my career was forged in the marketing and advertising industry — tight deadlines, ambitious creative briefs, and the constant challenge of making something genuinely interesting within real constraints. That environment taught me to prototype fast, push technical boundaries, and deliver work that holds up under pressure.

What I enjoy most is building the systems behind the visuals. I’m drawn to data-oriented design and the Entity Component System pattern — structuring state as flat, typed arrays and running behaviour through composable systems rather than inheritance hierarchies. It’s a way of thinking about interactive programs that keeps things fast, modular, and easy to reason about, especially when you’re managing thousands of objects at 60fps.

The tools have evolved — from WebGL to WebGPU, from canvas hacks to custom rendering pipelines — but the approach stays the same: write shaders (GLSL, WGSL), build procedural systems, and keep the architecture tight enough that the frame budget isn’t an afterthought. Whether it’s generative art, an immersive brand campaign, or a game-like interface, performance and structure come first. The visuals follow from that.

I also try to keep accessibility front of mind, even in work that’s heavily visual. That means being conscious of file size, using CSS logical properties, respecting reduced-motion preferences, and following WCAG guidelines where I can — even when the project is a full WebGPU-driven experience. Creative technology shouldn’t mean leaving people out.