About me

A long-time creative who deliberately crossed into the world of technology, I work at the intersection of strategy, design and Gen AI to help brands reinvent how they speak, look
and perform.

For over 30 years, I’ve collaborated with global players such
as Disney, Channel 4, L’Oréal, Unilever, HSBC or Etihad, crafting high-impact visual and narrative systems that build meaning, desirability and long-term value.

Today, my practice integrates generative AI, emerging tools and new production paradigms as creative accelerators, not shortcuts. I help teams turn technological shifts into cultural and brand advantage.

For brands that treat taste
as a strategic asset

My background across design, broadcast, film and cultural ecosystems allows me to work precisely at that level. Where form carries meaning. Where references are never accidental. Where restraint can be more expressive than noise.

Clients usually come to me when they want their work to feel inevitable rather than loud. When they want coherence without rigidity. When they suspect that elegance, intelligence and precision can still be competitive advantages.

Expertise

My work focuses on one thing: making creativity a strategic growth engine, where design, technology and intention align.

Strategy & Brand Architecture

I help brands define what they stand for, how they position themselves, and how meaning translates into identity. From strategy to expression, I design coherent systems that align intention, perception and long-term value.

Includes
- Brand strategy, positioning and identity.
- Creative and narrative frameworks.
- Strategic direction for differentiation and growth.

Creation, Storytelling & New Forms

I design and direct visual narratives across formats, platforms and media. From classic design to motion, 3D and immersive experiences, I explore how stories evolve when form, rhythm and technology converge.

Includes
- Creative direction across digital,
print and social.
- Visual storytelling, motion and 3D.
- Generative AI for image, video and immersive content.

I turn ideas into impact by orchestrating teams, tools and processes. My role sits at the intersection of leadership, execution and performance, where creativity becomes a measurable growth lever.

Includes
- High-reach organic campaign design.
- Creative leadership and multi-disciplinary orchestration.
- Alignment between design, technology and intention.

Activation, Reach & Creative Leadership

For leaders who want thinking,
not execution alone

Many clients come to me after having worked with excellent producers, agencies, and specialists. What they are missing is not skill. It is contradiction. Friction. A thinking partner who can challenge their internal consensus without performing opposition.

This can take the form of advisory work, creative direction, or long-term accompaniment. The format matters less than the quality of exchange.

If you are looking for someone who will help you think better before helping you communicate better, we should probably speak.

Build your own dreams

Clients usually come to me when they want their work to feel inevitable rather than loud. When they want coherence without rigidity. When they suspect that elegance, intelligence and precision can still be competitive advantages.

From intention to coherence

Creative direction is not about style. It is about continuity of judgment across contexts. Digital, print, social, campaign or object. The medium changes, the intelligence should not.

I work at the level where decisions connect. Where a visual system, a tone of voice and a narrative posture reinforce each other instead of competing. The goal is not to produce more, but to produce work that holds together over time.

This axis often involves re-aligning teams, reframing briefs, or redefining what “good” actually means inside an organisation.

You may already have
a strategy.

And yet something resists. The work is correct, well produced, approved.
But it does not insist.
It does not provoke interpretation.
It does not linger.

This is usually where I step in.

If you sense that your brand has more intelligence,
more culture, more tension than what currently reaches
the surface, this is probably a good moment to talk.

Using systems without
surrendering taste

Generative tools are not a shortcut. They are a new grammar. Powerful, unstable, and often misunderstood.

I work with AI the way one works with any demanding medium: by imposing taste, constraints and intent. The value is not in automation, but in orchestration. Knowing what to prompt, what to reject, what to refine, and when to stop.

This axis is about integrating generative image, video and immersive tools into real creative workflows, without flattening authorship or diluting meaning.

If you are curious about AI but resistant to its clichés, we already share common ground.

Gallery

Taste is not decoration. It is a form of judgment. A way of sorting, selecting, excluding, insisting. In mature brands, taste becomes a language in itself, readable long before any message is decoded.