DECODE
THE DIGITAL
FUTURE

The cultural polycrisis demands new ways of seeing – I provide organizations with the frameworks, insights, and strategic clarity they need to navigate complexity and uncover opportunity.

TRUSTED BY

ROOT ACCESS

TO THE ZEITGEIST

ROOT ACCESS TO THE ZEITGEIST

I decode the invisible forces shaping our digital future. For 18 years, I've helped organizations understand what drives human behavior at its deepest level - from the intimate politics of pronouns to the global communities of PlayStation. In an era of overlapping crises, this cultural intelligence isn't just valuable - it's vital.

Working across APAC and EMEA, both client-side and agency-side, I've developed a rare perspective: I'm a creative known for radical, award-winning work, and a strategist grounded in cultural anthropology and data intelligence. This unique positioning allows me to not just observe culture, but to help shape it.

MORE INSIGHT.
LESS DATA.

MORE WHEELS. LESS REINVENTION.

In a world drowning in metrics but starving for meaning, I take a different approach. While quant can tell us 'how many' and 'how much', it's the rich tapestry of human experience, accessed through qualitative methodologies, that reveals the 'why' and 'what if'. I specialise in weaving together statistical rigour with ethnographic understanding, creating a fuller picture of cultural dynamics that neither approach could capture alone. Think of it as going beyond the algorithm to access the source code of cultural change. Because the most powerful insights often hide in the questions data doesn't know to ask.

The challenges facing industry today—from digital ethics to algorithmic bias, from parasocial relationships to platform capitalism—have deep roots in academic discourse. For decades, scholars have been dissecting these very issues, building robust theoretical frameworks that can illuminate our present challenges. I bridge this gap between academia and industry, translating scholarly insight into strategic advantage. Why start from scratch when we can build on generations of rigorous theoretical work? By bringing academic depth to business challenges, I help organisations move beyond reactive thinking to develop deeper, more nuanced perspectives on cultural change.

More Wheels. Less Reinventing.

MORE INSIGHT. LESS DATA.

WHAT I DO:

RESEARCH

STRATEGY

EDUCATION

CREATIVE

EDUCATION

PhD Digital Economy (In progress)

King's College London

MSc Digital Economy

King's College London

MA Culture Studies

Goldsmith's College London

BA Philosophy

University Of London

HELLO@SUDOCULTURE.COM

THERE IS NO PROBLEM THAT A LIBRARY CARD CAN'T SOLVE.

DECODETHE DIGITALFUTURE