My passion is in creating brand content that drives culture. With a mix of experience in the music, fashion and advertising industry, I stand at the crossroads of culture, drawing insights from around the world to make brands relevant to the audience they speak to. That’s my drive.
How I Got Here
The gift in life is in our curiosity and in our imagination, without which “living” will mean something completely different. Smashing both of that together is what I love, the output of which is - creativity. Because with creativity, we can change, start, define and disrupt culture.
It’s in everything I do. Looking back, it was imagination that got me through my studies in computer engineering, Imagining shorter routines and functions to give clean code. Then there was Curiosity popping up from nowhere inspiring me to look into music production. That was where I dived headfirst into Sound Engineering at SAE (School of audio engineering) and then into the music business. I founded leaf Records (Independent Music Label), recording/producing punk & rock bands. The claim to fame was the band - Force Vomit. Where I got the music noticed and aired on BBC Radio - Peel Sessions, by of course the legendary John Peel.
“The Peel Sessions are the stuff of legend. They broke all the rules and engaged the listener with rough and ready mixes of some of the world's most weird, wonderful and wired bands.” And I call this the Weirdly Wonderful. The Sessions have included, Led Zeppelin, Pink Floyd, Jimi Hendrix, Bob Marley, The Smiths, Nirvana, Pulp and The White Stripes to name a few.
Curiosity popped up again with the knowledge gained at the music label. I felt a tugging need for creative exploration and went back to school. Almost failing my final year project but at the same time using the same work to win student of the year in interactive design at the circle awards was a mind boggling surprise, so mind boggling that it made me jump into advertising, landing at AKQA, surprising myself again.
This was basically the start of my career in advertising ,where I have met not only the most amazing people but also had the chance to work at what I believe are the best agencies and brands around the world. Tumbling across the advertising network of Ogilvy&Mather, Saatchi&Saatchi, W+K and TBWA & AKQA, I had the privilege to work as the creative director on automotive brands - Lexus, Toyota, Infinity ,Qoros auto. Tech brands - HP, GE and Google. And fashion brands - Converse, Jordan, Levis, Vans and Lee Jeans.
My experience in Fashion & lifestyle was what lead me in taking on a project from ASICS with Saatchi&Saatchi Los Angeles. The client loved the work we produced and we where then invited to pitch for the Global AOR business work against SidLee & Hakuhodo and won. ASICS is now the second global client for Saatchi after 35 years.
In my spare time, I still enjoy getting my hands dirty with music and design, photography or code, for example coding the HTML and CSS for this site from scratch with the trusty Sublime editor.