In many ways, having agency is the evolution of what I have been working on for the past 12 years, but in a reimagined, more dynamic, less linear form.
In 2023, after 12 years of working with global brands, I committed my creative practice to be in service of a thriving future. Enter New Creativity, the repositioning of myself seen through the lens of agency—manifesting itself as an independent practice for the iconic brands of the future.
A winning execution rather than an award-winning campaign. Following meaning, not trends. F*ck perfection, but with precision. Fearlessly going to the wrong places to find the right route.