About me

Multi-awarded Creative Director/ Writer with more than 20 years of experience.

I have always thought of creativity as a combination of imagination, sensibility and strategic thinking. For more than 20 years, I have applied this principle to help brands connect with their audiences through stories. The dynamic between brands and people changes constantly, as do the processes and tools. But well-told stories remain as the most powerful way to deeply connect with human emotions.

I have worked in many agencies and countries, in several languages for large and small, global and local brands. I have the flexibility to adapt to complex and process-driven organizations. But I can also function efficiently when faced with fluid, more dynamic structures where process is invented on-the-fly. I've had bosses and I've been a boss. I know how to manage teams and resources, but I also love rolling up my sleeves and doing the work myself.

All this experience has given me the skills and vision to distill any problem to its purest essence and propose solutions from multiple angles. However, I invest a lot of energy into protecting my ingenuity and nurturing a healthy curiosity about life. That fuels my passion to push things to the limit, without compromising the strategic integrity of the project.