I come from advertising and studied communication design, where I learned to think in concepts, stories and brands. Over time, my path has moved between design and production – always centered around visual worlds.

What drives me is the connection between strategic zeitgeist concepts and visual execution. Art direction shapes how a brand resonates with its community, and that’s where I come in. Through design, photography, film and TV productions, I keep returning to the hands-on side of making things, because ideas only work when they’re brought to life.

At its best, a brand translates its core into a vibe that truly resonates visually and beyond, across every channel.