Art director. Concepts, brand identities, campaigns and video, from the first idea to the final cut.
Selected projects
I start from the brand CORE VALUES and the niche around it: how its audience talks, and where it is heading next. A format has to read in two seconds, survive its hundredth episode and still look like the brand. So the first decisions are visual and editorial, and they come before any tool.
Then the team takes it into production, and I stay with it until the final cut. I follow new tools and trends closely, AI first among them, because they change what an idea can become. Knowing them early lets us try more directions before we choose one.