My Vision

I believe in both traditional and digital media. I believe in constant change. I believe in the power of the streets—going out, listening to people, understanding what sparks their curiosity, the music they enjoy, the clothes they wear, how they influence each other, and the reasons behind their everyday choices. But life also happens online, and being offline is not an option.

Let’s be honest—AI is here. Robots can write, draw, take photos, and create faster and smarter than most of us. But we are still here too, made of flesh and feelings, and our work should reflect that. It’s not just about luck, data, or instinct. Those are valuable tools, but they mean nothing without honesty, hard work, and belief.

In an industry increasingly driven by data, testing, and fake work created for advertising awards, I still believe there’s a space in communication and advertising where film, images, sound, products, and design come together beautifully to shape—and hopefully inspire—popular culture. How great is that?

I engage with this ever-changing world every day. Make friends with the robots—don’t fight them. They’ll probably win in the end. But for now, enjoy the process. Walk the streets, stay responsibly connected, take everything in, and let it shape your work. Because on the other side, there are people who probably think and feel the same way we do.