We define and guide the visual identity of each project — shaping mood, atmosphere, and storytelling across campaigns, content, interiors, and personal presentation. More than a moodboard, my approach ensures every touchpoint feels intentional, impactful, and impossible to ignore. This includes overseeing art direction — from shot composition and set styling to directing talent and poses — ensuring every detail aligns with the broader vision. With over 20 years of experience directing shoots, campaigns, and creative concepts for leading fashion and lifestyle brands, I bring an inimitable perspective that makes projects not only stand out but also resonate.

Styling, for me, isn’t just about clothes or objects — it’s about reading people and spaces and knowing instinctively what will work for them. My approach blends intuition with a distinct, recognisable aesthetic that I’ve honed over 20 years in fashion and interiors. I don’t just create a look; I create an attitude, a mood, and a story that resonates. This includes sourcing garments, props, and interior artefacts that elevate the vision and sharpen the aesthetic.

The engine behind every idea. I oversee the full production process — planning, logistics, and delivery — while curating the right mix of creative partners to execute the vision. From photographers and filmmakers to designers, glam teams, stylists, and talent, I have fostered a global network to source and connect people and resources from to transform concepts into reality. Location scouting is a key part of this — I find unique spaces all around the world that set the tone and bring each story to life.

The output that cuts through. Social-first by instinct, I create content designed to live, move, and perform online. This spans branded collaborations where I act as a content creator myself, to directing and producing campaigns with photographers and curated teams. With a background in marketing and as one of Australia’s early social media pioneers, I bring the rare dual perspective of influencer and strategist — crafting visuals that are not only culturally relevant but commercially effective.

Our new private studio is available as a shoot location by enquiry only. An ever evolving, meticulously curated space designed to feel both intimate and versatile. An extension of my home and personality, it serves as a backdrop that reflects the inimitable Joy Hysteric aesthetic — making it ideal for content creation, podcast filming and small scale shoots. Studio hire includes the use of all props, bespoke furniture and objects, photography equipment, content creation tools and lights.

Beyond the studio, I offer guidance shaped by my own personal journey. This includes one-on-one mentorship, creative coaching, and workshops for those seeking clarity and direction across brand, style, and creative identity. I am passionate about supporting women in business, particularly women in their 40s, I also hold space for women rebuilding after personal challenges, including those with experiences of domestic violence — offering perspective, encouragement, and practical tools for moving forward with strength. I speak on panels and at events, sharing an unfiltered and impactful perspective that blends instinct, strategy, and lived experience.