My creative approach is built on rational thinking, observation, and disruption.

I focus on real people: who will see this? how? in what state of mind?

To me, communication should resonate not with abstract audiences — but with humans who use, scroll, decide, ignore.

I believe the only way to be remembered is to break expectations.

People skip the familiar. But they notice what doesn’t fit.

So in my work, I tend to choose the strange, the broken, the honest — over the safe.

I craft ideas, identities, campaigns, brand names, texts, and decks.

But the core is always the same: meaning, intention, and a form that can hold its own.