As a young child, Justin’s parents denied him a Superman suit. Undeterred, his Christmas list that year featured blue pyjamas, red socks, red underpants and a red towel. Come Christmas morning, Justin strutted through the house feeling like the Man of Steel, his red towel not quite billowing in the wind. But most importantly, Justin discovered what it felt like to solve a problem using the power of creativity. He’s made a living out of it ever since – and sometimes, not in red underpants.

Justin began his career in South Africa as a copywriter, creating campaigns like Dulux "Any Colour You Can Think Of" which went on to be named SA Campaign Of The Decade. After working in Paris and New York, he returned to SA in 2005 to co-found the creatively lauded independent agency FoxP2. It became the first small agency in the history of South African advertising to win the overall SA Financial Mail Agency Of The Year Award. In 2025, Justin co-founded the independent agency Bananas . Their first ad - "Let there be Cake" for KFC Thailand - won a Film Cannes Gold, South Africa's first in decades. Bananas finished the overall SA Creative rankings for 2025 in third position after its first year and has helped re-ignite the indepenent agency rennaisance in South Africa.