A media creative who makes the whole thing — video, content, campaigns, and the sites and tools they run on. Grounded in business strategy, built with the latest tools, made to actually work.
First Principles Media is a one-person creative and marketing studio, UK-registered and based between London and Saigon.
I make content and campaigns end to end — video, visuals, marketing, and the websites and tools underneath them. One person across the whole job, so it holds together instead of being stitched from five freelancers.
Two things shape how I work. A decade alongside one of the world's leading business-strategy practices taught me to start from what a business actually is before making anything. And I'm fluent with AI and the latest tools — which is exactly why I'm careful with them: they get you to a draft fast, but knowing what to keep, what to cut, and what a machine gets wrong is the actual job.
Alongside client work, I've got skin in the game here in Saigon: a Vietnamese restaurant with hundreds of five-star reviews, and plans to grow it into a wider food-and-drink venture. So I'm not marketing from the outside — I'm doing it on my own business first.
Fluent with AI and the latest tools — and clear on the difference between fast and good. The tools get you moving; the judgement is what you're actually hiring.
Tools: Adobe Creative Suite · Final Cut Pro · Canva · and the current AI stack
Designed and built an AI-guided interactive workspace and online course platform for a globally recognised business-strategy practice — turning dense frameworks into tools people actually use.
Brand, content and marketing for my own Vietnamese restaurant — hundreds of five-star reviews — and the groundwork for a wider food-and-drink venture above it.
A couple of examples. Fuller portfolio and case studies on request.
Tell me what you're building and what it needs to do. I'll tell you straight if I'm the right fit.