I've always been drawn to building brands, teams, products, and the creative systems that help them grow. Over the past 15 years, I've led multidisciplinary creative teams across agencies, consumer technology companies, and rapidly growing brands, helping transform ideas into campaigns, products, and experiences that connect with people and support business goals.
Throughout my career, I've worked with global brands, startups, and organizations navigating periods of rapid change. Some projects meant building from scratch. Others meant evolving something established without losing what made it successful. In both cases, the work I find most energizing is aligning strategy, creative, and execution around a shared vision.
Along the way, I began building products of my own. Working hands-on across product strategy, user experience, software, and emerging technology expanded how I think about creative leadership and strengthened my ability to connect ideas with the systems required to execute them.
Every brand is competing for the same thing: a moment of someone's attention.
A logo, a campaign, a package on a shelf, or a fifteen-second video all have the same job. Each one has to hold someone's attention long enough to make them feel curiosity, excitement, trust, or surprise.
Creative direction determines how the work looks and what story it tells. Every decision strengthens or weakens that story, from visual identity and tone of voice down to the smallest interaction.
Great creative gives people something they can recognize themselves in and something worth remembering.
The best creative partnerships begin with listening. Beyond delivering the creative work, my role is to understand the goals behind the project, ask the right questions, and help clients find the strongest path forward.
Many of the organizations I've worked with were growing quickly or entering new markets, where there wasn't always a roadmap to follow. Success meant balancing business objectives, customer expectations, budgets, timelines, and creative ambition while helping stakeholders feel confident in the decisions being made.
The strongest client relationships are built on trust, honest collaboration, and a shared commitment to making the work better.
Every brand has a different starting point. Sometimes you're building from a blank page. Other times you're inheriting years of history and figuring out how to move it forward without losing what made it successful.
My approach is to build creative systems that can grow across campaigns, products, retail, digital experiences, and new channels rather than treating every execution as an isolated piece of work.
Doing that well requires strong teams. Throughout my career, I've led multidisciplinary groups spanning design, web, photography, video, copywriting, production, and outside partners. I believe the best creative environments balance clear direction with autonomy, giving people enough structure to understand the goal and enough trust to find better ways of getting there.
Before leading creative teams, I spent years as an illustrator and mural artist under the name Animal Money, creating large-scale public artwork, exhibitions, and commercial collaborations. That experience still shapes how I think about storytelling, visual communication, and making work people actually remember.
Outside of work, you'll usually find me traveling, training, at a live show, or building strange side projects that let me experiment with design, technology, and ideas I haven't found another excuse to explore yet.
