From law books to storyboards, my story has always been guided by a mix of analytical precision and creative intuition. Today that mix is my job description.

I build performance creative for paid social: concepting, scripting, directing, and editing ads that don't just look good, but earn their spend. Over the past years I've done this for brands like Freeletics, Decathlon, Gorillas, and Jellysmack, across global markets.

Increasingly, I work at the intersection of creative direction and AI - designing workflows that let one person produce at the scale of a team, without losing the taste and brand judgment that make an ad actually work. AI is the multiplier; the idea still has to be worth multiplying.

off the clock, it’s sports, music, and film - the same obsessions with rhythm and effort that shape how I cut an ad.