Over the past 13 years, Jay has directed and choreographed shows for some of the world’s biggest stars and brands. Working within Black Skull has allowed Jay to broaden his skill set and knowledge, mixing design and technology with his dance background to create fluid and unique integration in show creation and choreography, leading to him winning a World Choreography Award in 2025.

Jay is a captivating leader with the ability to engage casts of hundreds to develop stadium shows, or to work closely with small groups to help them reach their potential. Recently, he choreographed the Esports World Cup Opening Ceremony with Post Malone, DINO from 17, and Duckworth, as well as a shoot for Vogue with Cynthia Erivo.

Commercially, he has worked with brands such as Dolce & Gabbana, IWC, Pepsi, UEFA, Omega, The British Fashion Council, Heineken, Samsung, eBay, L’Oréal, RuPaul’s Drag Race, and the BBC. In the world of music, his clients have included world-renowned names such as Christina Aguilera, Burna Boy, Anitta, Ashnikko, Alesso, David Guetta, Rema, J Balvin, Lil Uzi Vert, Ozuna, Little Mix, Dua Lipa, Ava Max, KSI, Ellie Goulding, Years & Years, Anne-Marie, Stefflon Don, and The 1975.

Jay has just finished working across the Joy Awards in Riyadh. A recent highlight was choreographing the League of Legends World Championship Finals at the O2 Arena with a cast of 100 dancers, for which he won a World Choreography Award.