Freddy Riddiford is a copywriter and creative from Aotearoa New Zealand.

For five years Freddy mined the zeitgeist at Motion Sickness. There, amongst other things, he created a scent for the nation's most notorious street, worked on a book of culinary solutions for the inebriated, instigated a masochistic restaurant month and peddled seafood for plants. 

Some of the above was momentarily validated with these. 

Freddy now works at Mother New York, by way of Mother London. 
BE IMPERFECT
LES MILLS

After decades of providing the best workout money can buy, there was a creeping assumption that Les Mills was now only for the Greek gods among us. They wanted to return to their historically egalitarian identity, to a time before gymtimidation. Be Imperfect embraces the missteps, missed alarms and sweat drenched reality of every fitness odyssey.