Curious first.
Structured second.
Sharp throughout.
I’m naturally nosy. I want to know what people do, what they say, what they avoid saying, what competitors are getting wrong, and what the data is quietly telling us.
01/ Research
Get close to the people.
Dig into consumers, culture and the category to find what’s really going on.
Google Trends · Google Search · Social listening · Desk research · Consumer research · Reports · Surveys · Interviews · AI tools: Perplexity, Gemini Notebook, and Grok.
02/ Reframe
Make sense of the mess.
Turn what I find into a clear strategic direction and a sharper problem to solve.
Brand strategy · Positioning · Audience segmentation · Google Slides · Docs · Spreadsheets · AI tools: Claude, ChatGPT, and Gemini.
03/ Render
Give the thinking a form.
Turn the strategy into ideas, visual worlds and creative work people can actually see.
Adobe CC · Capcut · After Effects · AI tools: Higgsfield, Flora, Midjourney, and Flow
For me, strategy and creative should move together. The thinking shapes the idea, and the idea has to work in the real world.
I actually do the digging.
Desk research, social rabbit holes, reviews, search behavior, category patterns, cultural context. I like getting uncomfortably close to the consumer before I start declaring an insight.
I make messy things make sense.
I’m a structured thinker. I break a problem apart, find the useful bit, connect the dots, and build a point of view to work from.
I have taste. It matters.
I came up through art direction, so I’m annoyingly particular about visual choices. Casting, crop, typography, rhythm, references, the tiny detail that makes something feel considered instead of assembled.
I’m resourceful by default.
If the answer isn’t in the brief, I’ll go find it. If the right reference doesn’t exist, I’ll build one. If the idea needs another discipline in the room, I’ll find the person who knows more than I do.