In the spotlight

What’s your story? 

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It's a simple story, really. I finished my studies in fine arts, majoring in graphic design, and my first agency was JWT. From there, I moved between different agencies, across a couple of countries and that's where I found my real love for advertising and design. Then Corona hit, and everything shifted. I found the opportunity to start my first master's, in graphic design, and once I finished, a year later I started my second  in Film and TV production, where I'm now in my second year. I did this journey out of order. It started slow, because I was raising my three boys, and then, honestly, it went faster once they grew up a little. And I think I like that it happened that way. I don't want to go back and fix the order. I was lucky to have people carrying me through it, my family, and people in the industry who believed in me before I believed in myself. That's what makes all the difference.

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With over two decades in the industry, what is the best advice you’ve ever been given, and who gave it to you? How has it stayed with you?

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Honestly, nobody handed this to me. I learned it myself, through my journey. If I had to put it into words keep going, no matter how difficult it looks. Plus there's no age limit and no deadline on chasing what you want, so never quit your dreams.

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The other advise is never stop learning, at any age, because that's your compass. The more you learn, the more you adapt. And in a world moving this fast, that adaptability is everything.

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If you weren’t working in advertising or the creative industry, what do you think you’d be doing instead, and why?

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Actually, the plan was to be a doctor, I studied a year of medicine before I switched countries, and that changed my path. But looking back, it was always about people: communicating with them, understanding them, listening to their problems, and finding solutions. So honestly, I'd probably still be doing something around that around people.

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You’ve worked across global brands, cultural institutions, and deeply human ideas. Which piece of work stands out as the most meaningful to you, and what makes it so significant?

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Every idea I choose has to mean something to me, that’s just how I work. One that stands out is Inkvisible, a campaign we created against violence toward women. We worked directly with real survivors, and seeing them being so vulnerable in front of the camera has stayed with me ever since.

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Being recognised as a Next Creative Leader and ranked among the top creative directors globally is a huge achievement. Which recognition or award has meant the most to you personally, and is there still something you aspire to achieve?

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Honestly, I can't pick one. Every award I've received came with its own appreciation and happiness, its own sense that I'm on the right path. But if I have to choose, the first ones will always hold a special place, there's an excitement in every first award that nothing can measure. As for what's next, I always want to develop myself, keep doing good work. There's always something new that keeps me going.​

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What would your dream collaboration look like, and who would it be with, living or not? What excites you about that pairing?

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What excites me more is the idea of mixing fields that don't usually sit together like science and design. There's something about combining two completely unrelated worlds that creates real difference, that pushes things toward something outstanding.

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