18 years. From idea to impact.

My journey began with design. With composition, colour and typography — learning to bring separate details together into something people notice and remember. Working on advertising materials taught me to think beyond a beautiful layout and consider how it would look in the real world.

Then a flat image was no longer enough. I moved into 3D: volume, light, materials and animation opened up another way to tell a story. That experience still helps me see a project as a whole, from the first sketch to space, movement and the final frame.

Filming came next. I shot music videos for stars and performers, working with visual storytelling, atmosphere and editing. Every detail matters on screen: light, rhythm, emotion, a pause. It deepened my understanding of how an image holds attention and communicates character.

As Facebook Ads and online advertising began gaining ground, I started learning and using these tools in practice. As an early practitioner, I experimented with formats and audiences, exploring the connection between a creative idea and the response it received. Advertising also became a way to understand what happens to an idea after it is published.

Today I continue working in advertising and the production of advertising materials. At odda, that experience comes together across strategy, brand identity, SMM, photography, video, websites and digital promotion. For me, a project begins with understanding the business and its audience, and takes shape as something that can be used, developed and evaluated.