I didn’t start in advertising; I started in the queues, overnight sneaker drops, hunting Japanese exclusives, trading stories as much as shoes, denim and graphic tees. Back then, the best stories didn’t just get told, they gave provenance; streetwear wasn’t just products; they were cultural artifacts. Watching how a story could transform something so simple was the moment I knew: I wanted to be the storyteller.

20 years later, that instinct still drives me. The best ideas don’t just grab attention, they forge connections. But too often, our industry forgets that. Manifestos get passed off as creativity, content diced to fit algorithms, and trends that vanish as quickly as they appear.

Great work does more than follow culture; it adds to it. It creates believers, builds momentum, and lives beyond the moment.

That’s the kind of work I make, work people want to watch, share, and champion - ideas that challenge expectations and give brands cultural weight.