Cape Town / Dubai / Global
Operating IP for advertising, media, AI, commerce and Web3.
Macula is the intelligence layer. Media Director productises the workflow. Moore & Crew, VaultGrail, Boda Health and BlockDAG prove the systems in live markets where attention has to become commercial momentum.
The through-line is simple: read the market, shape the proposition, build the system, launch the proof, measure what moves and keep improving until the method becomes portable.
Thunda.com was the first real proof. Build the room, create the culture, give brands a reason to show up, then scale the system until it becomes valuable enough to exit.
At Media24, Dentsu, Aegis, Isobar, iProspect, Carat, Vizeum and Posterscope, I learned how strategy, trading, creativity and performance fit together when the numbers are no longer small.
From Virgin Money to Clicks2Customers, NMPi, Levi's ecommerce and performance-led agency work, the job became clearer: connect brand, data, UX, media and commercial outcomes.
DFY Studios, Gameout and BlockDAG moved the operating field from local campaigns to international communities, wallets, exchanges, developers, mining, product narratives and ecosystem growth.
The IP I bring to the table
The businesses are not just logos. They are live expressions of a repeatable operating system across intelligence, media, creative production, commerce, collectibles and ecosystem narrative.
Macula is the clearest expression of the IP: a way to read audience behavior, cultural signal, paid media data and commercial context before deciding what the market should hear next.
Media Director and Moore & Crew turn strategy into repeatable workflow: briefs, channel logic, creative production, optimisation, reporting and the rhythm needed to keep improving.
VaultGrail and Boda Health are applied venture IP: product positioning, onboarding, scarcity, education and conversion journeys built in live categories.
BlockDAG and Web3 work prove the global layer: translating technical infrastructure into market story, participant roles, trust signals and repeatable community momentum.
Active IP, businesses and products
The portfolio is the proof base: Macula as the intelligence IP, Media Director as the productised workflow, Moore & Crew as the execution engine, and venture builds that test the systems in live markets.
Each platform has its own market, URL and operating role, but the shared asset is the method behind them.
Core operating IPMaculaIntelligence systemThe primary intelligence layer: audience mapping, cultural signal, media data and machine-assisted decision systems for brands that need sharper market movement.
The productised Macula workflow for campaign strategy, media planning, creative workflow, optimisation, reporting and operating cadence.
Execution IPMoore & CrewCreative production systemThe execution layer for creative strategy, digital marketing, social content, design, video and AI-enhanced campaign production.
Collectibles IPVaultGrailCommunity commerce productCollectibles and scarcity-commerce IP built around Genesis cards, pack openings, arena play, trading behavior and vault management.
Commerce IPBoda HealthGuided purchase systemHealth commerce IP for assessment, onboarding, education and welcome-pack flow, built to help customers understand goals before they buy.
Ecosystem IPBlockDAGNarrative and market systemEcosystem narrative IP for a Layer 1 proof-of-work blockchain across mining, wallets, exchanges, developer tools and international markets.
I speak to boards, agencies, founders, media teams, crypto communities and growth operators about how the Macula method and the wider venture portfolio turn signal, creative output and market narrative into commercial systems.
How agencies can move from campaign thinking to reusable creative operating systems.
How brand, paid media, content, data and conversion become one commercial loop.
How Canva, Envato, CapCut-style workflows and human taste become scalable output.
How to translate blockchain infrastructure into useful products, markets and communities.
Public channels
Follow the work, the thinking and the build.