Creative Director

Creative Direction is not just a skill, but a skill set of responsibilities. Starting with the big picture. Not the big idea; this can come from anyone on the team. The main reason the CD is there is to apply ‘big picture’ thinking that the surrounding team can learn from.

Personally, I have two work approaches; zero ego and people first.

Zero ego

Everyone has the right to express themselves and their ideas. My job is not to always have the best idea, but to bring the best out of my team. From leading teams to delegating when necessary, together we identify the strongest ideas and then work together to build the story. And, of course, I prefer getting my hands dirty more often than not.

People first

Whether it’s building a team, team management, mentoring, facing clients or speaking, I’m fluent in people. As mentioned this is my greatest passion and, since 2013, have invested much of my time in the development of future creative leaders.


First of all, I’m grateful to have celebrated over 100 awards for creativity at a variety of global ad festivals.
Most of all, I feel blessed to have had the chance to work with some of the most talented people, and friends, across the world.
You know who you are.