I don't fix campaigns.

I fix the thinking behind them.

Most brand problems aren't creative problems. They're clarity problems — a misread of the market, a narrative that doesn't match the structure, a global concept that doesn't survive local reality.

That's where I come in.

Twenty years working with adidas, lululemon, Gatorade, Under Armour, ExxonMobil, Samsung, and Sesame Workshop taught me one thing: the brands that last aren't the loudest. They're the ones that understood something true about the people they were trying to reach — and built everything from there.

I'm also a photographer and a trained cook. Not as hobbies — as disciplines. The camera taught me to look before I conclude. The kitchen taught me that the best results come from understanding the ingredient, not forcing the technique. Both show up in how I work.