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About me

Ideas are easy. The right idea is not.
I'm a Freelance Creative Director and Senior Copywriter helping agencies and brands turn complex briefs into simple, powerful concepts that people actually care about.

I believe the strongest ideas don't come from advertising. They come from culture, human behaviour and the conversations people are already having. My job is to connect brands to those moments in ways that feel relevant, unexpected and worth remembering.

Over the past 15+ years I've worked across global campaigns, brand platforms, launches and integrated ideas for brands such as Netflix, Zalando, H&M, Logitech, Skoda, Beko and Barcelona Tourism, collaborating with agencies including McCann, BBDO and Shackleton (Accenture Song).

I enjoy the projects that don't come with obvious answers. The ones that require digging deeper, finding the human insight and building a creative idea that works across every touchpoint.
From the first strategic thought to the final line of copy, I like being involved in the whole creative process—shaping concepts, crafting narratives and making sure every execution stays true to the original idea.

Curious by nature. Culture obsessed. Always looking for the idea that makes everything click.

Currently available for freelance collaborations worldwide.

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