I’m an entrepreneurial British and Canadian beauty and luxury creative director with a NEW creative consultancy.
I help build brands with culture to affect change through an inclusive, international lens.
I specialise in branding, storytelling, trends, production and directing. I recently spent three years building Unilever’s BEAUTY CREW, a global in-house team of 130 creatives from around the world and I have made 360, culturally-driven campaigns for CHANEL, adidas, Levi’s, Diesel, Breitling and more.
As your consulting partner I use stories, craft and culture to help leaders take risks, refine aesthetics, and boost social relevance. I have kick-started agencies, co-founded an immersive yoga company and inspired global teams to create entertaining, effective campaigns.
What shall we do next?
Client partners:
adidas • AHC • Bang & Olufsen • Breitling • Burberry • Calvin Klein • CHANEL • COTY • Diesel • Dove • Forevermark • GRAFF • Google • H&M • Hermes • Levi’s • LVMH • MCM • Moncler • Porsche • Samsung • Swarovski • Tommy Hilfiger • Wella
1
Brand building
Setting bold new strategic and creative positioning is crucial for any execution. I can do this but with added design thinking.
ask the right market, product and consumer questions
refine unique brand position
set vision: brand books, look and feel or design system
brand platform/campaign ideas
Storytelling: all writing needs
Bespoke services
2
Team building
My network is pure premium and includes talent from New York, Montréal, London, Paris, Amsterdam, Johannesburg, Mumbai, Singapore, Jakarta, Manila
Correct, inclusive casting
Project scoping by team, time and calibre
Experience with small and big global film + 360 campaigns
3
Cultural trends
I use journalistic curiosity and social trends to uncover insights and recommend cultural collaborations to unlock potential.
Trend hunting
Social culture opportunities
Inclusive artist collaborations
4
Directing
Execution is everything. I can direct film and photo shoots from action to edit.
Directing docs, content TVC
Art direction, styling
Treatments, storyboards
Music videos
Immersive experiences
The power of cultural consultancy
“Ali and I have worked together twice in the last two years on Samsung and glo (BAT) and each time she has pushed our brands forwards into the future of premium lifestyle with culturally-rich creative. Ali is a creative visionary who is a pleasure to collaborate with because she has such high standards, stunning passion for art direction and a great talent for global film, music and immersive storytelling. Her culture creds inspire us to be more relevant to emerging audiences and she is a proud pioneer of inclusive casting and equality perspectives so needed in comms for any brand out there. I can’t wait to work with her again.”
Noah Ellison-Bernard
Senior Vice President - Sports. Global Brand and Product Marketing Director. Sports/Culture/Technology/ESG
Samsung Go Beyond Fitness
“This shoot was a really strong example of how in Dove we are embracing Act2 Unstereotype and driving diversity behind the camera as well as in front. It was hugely rewarding to see how that diversity enabled us to bring out the energy, beauty and incredible natural hair of our diverse talent to create powerful key visuals.”
Claire Linney
Global Strategy Director
Unilever
“Ali has been my creative sidekick and trusted agency partner as we debuted ‘make change’ and a new visual identity for Wella Professionals. As we evolved together, she created a stunning and emotionally-charged brand anniversary film and also a lockdown-inspired campaign to celebrate how important stylists really are. Ali is culturally ambitious and very passionate about evolving the beauty industry forward, but she also knows how to showcase beauty for a premium audience.”
Reiner Josef Sauter
Vice President Creative Hair Wella Company, (formerly COTY)