I remember a saying I heard when I’d just graduated Uni in 2006. It was a saying that, at the time, seemed pretty cliché. But for one reason or another, stuck with me.

“Follow your passion. It never leads you astray”.

At the time, my passion was advertising. 

And I followed it. Into some exciting advertising agencies, doing exciting things. Off to some incredible locations, shooting silly things. And onto some award stages, taking home shiny things.

The thing about passion though – is that it changes as you do.

As I became more aware of who I was, my passion turned to testing my own limits, and led me to turn an idea I’d been nursing into a reality. Thus Melbourne’s first copywriting collective was born.

As I became curious about the world beyond Australia, my passion turned to progressive cities and innovative thinking. Which, naturally, led me to hop on a plane to London and try my hand at innovation with Nike and AKQA.

And as I became conscious of the prejudice that exists in the world – and in our industry – my passion led me to co-found a platform designed to teach up-and-comers the skills I wish I’d known way back when. Of course, I’m talking about Rare.

So you see, the saying is true. I owe everything I’m proud of to my passion – no matter how fickle may seem.

So what am I passionate about now?

Wine.

Kidding, though it’s up there.

Seriously, what I’m most curious about now is really a convergence of all the passions that have come before.

Now, I’m focussed on exploring how big ideas and immersive technology can converge to make our world a better place – in all the ways you can imagine.

But above all, I’m passionate about the importance of getting it right.

That’s my purpose now.

Let’s see what comes of it!