Executive Creative Director, Author, CreAItive Direction
Every technological shift makes production easier and judgment harder.
I design and direct experiential platforms for enterprise brands, from first concept to final walkthrough. When the room matters, I’m the one responsible for what’s in it.
Twelve years with Adobe. Executive Creative Director for Cisco Live. A 100% AI-generated film for Sanofi. Multimillion-dollar mobile museums for Toyota. Programs across Siemens, Coca-Cola, Salesforce, Microsoft, Tesla, CES, IFA Berlin, NBA All-Star Weekend.
Every one of those programs followed the same discipline: figure out what’s actually at stake, build it, test it before anyone walks in, and learn from it after they leave.
It can generate the assets. It can generate the options.
It cannot sense when something lands or when it doesn’t. Someone still has to choose. And stand behind it.
That’s creative direction.
Stages. Show floors. Mobile tours. Launches. Moments where thousands of people gather and something has to land.
The scale changes. The principle doesn’t.
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